Nestlé Purina PetCare Co.: Multiple Strength For Multiple Cats campaign

Tidy Cat was the established U.S. leader among cat-litter brands in the 1990s, but a new wave of product innovations claiming to enhance the odor-controlling properties of cat litter resulted in market gains for competitors while leaving Tidy Cat without any defined product advantages beyond its low price.

Nestlé Purina PetCare Co.: Multiple Strength For Multiple Cats campaign

Mark Lane

OVERVIEW

Tidy Cat was the established U.S. leader among cat-litter brands in the 1990s, but a new wave of product innovations claiming to enhance the odor-controlling...