CLIENT
Nestl Purina PetCare Company
Bob Watt, Pres.
Chris Padgett, Group Dir.
Alex Plazcek, Brand Manager
Darren Dunlap, Consumer and Marketplace Insights
AGENCY
Julio Pardo, Art Dir.
Sigrid Jakob, Planner
Simon Little, Head of Account Management
Izzy DeBellis, Creative Dir.
David Girandola, Account Manager
Jean Rhode, Copywriter
SUMMARY
Up until 1998 Tidy Cat was a large but undifferentiated cat litter brand, vulnerable to attack from brands with a perceived performance advantage. Based on sales data and consumer insight Tidy Cat decided to reinvent itself as the 'brand that's specially formulated for multiple cats'. By creating a lively family of cat characters who get in and out of trouble thanks to Tidy Cats' odor-controlling power Tidy Cats now dominates the litter category. It has posted large sales increases every year, increased loyalty and now ranks No. 1 on all rational and emotional brand attributes.
