Challenge

Maintain dominant market share in the cat food category.

Situation

While the cat food market has long been marketed on the basis of palatability -- due to cats’ notoriously finicky approach to dining -- health & wellness is becoming a serious threat to the Friskies brand.

Research

We talked with veterinarians, "pet parents," Friskies fanatics and pet stores. We discovered that 45% of cat owners say perceived pet taste appeal is the most important purchase decision factor.

Opportunity

Cats are low-maintenance and independent. According to market trends, companies are misrepresenting this simplicity by over-complicating their products.

Strategy

Be the voice of reason in a frisky category.

 

Cat food journey

Campaign Samples

Packaging redesign

Friskies' Biology Museum concept

Museum App