Animal food, veterinary and boarding services, breeders.
If it's anything less than Tidy Cat, you'll know.
In pursuit of short-term advantage, and exacerbated by frequent price promotion, cat litter had become a commodity market. In order to build a long term brand advantage Tidy Cat appropriated the core category benefit, superior odor control and its emotional corollary confidence in the face of outsiders entering the home. This allowed Tidy Cat to grow in share of mind as well as share of market, in particularly in scooping litter which represents higher margins and is a faster growing category.
Brand: Tidy Cat
Client: Nestl Purina PetCare Company
Agency: Fallon McElligott Berlin
Back to her old self
The goal of the campaign was to successfully launch new Rimadyl, the first non-steroidal anti-inflammatory developed for dogs to provide relief from the pain of arthritis. We also had to establish and build the category, and educate dog owners about the signs of arthritis so they would be motivated to discuss Rimadyl with their veterinarians. We wanted to position Rimadyl as not just a pain relief pill but as a product that could give their dog back the joy of movement and get her back to her old self.
Client: Pfizer Inc.
Flea Free Convenience
The Flea Free Convenience campaign evloved the character of the appealing, animated "Henry" dog who promoted PROGRAM in 1995. In 1996, "Molly" the cat was introduced. The campaign strategy focusses on the differentiating benefit of the convenience of administering PROGRAM over the myraid other traditional flea control options. The campaign goals were to grow the Brand by continuing to change consumer purchase patterns by driving them to the veterinary clinic for flea control products. Simultaneously, an additional goal was to introduce PROGRAM for cats.
Client: Ciba Animal Health
Agency: Earle Palmer Brown