How a Campaign With Claws Can Dominate Your Category Jungle
HOW A CAMPAIGN WITH CLAWS
CAN CHALLENGE THE KING OF YOUR
A Campaign To Drive Awareness
World’s Best Cat Litter™ is a premium brand that experienced increased
distribution, brand awareness and sales year after year. The brand was
looking to break through with a wider mass and grocery channel shopper,
but remained an underdog to category giants oﬀering lower quality products.
The brand needed a disruptive but eﬃcient campaign that validated its
price-point and placed it ﬁrmly in the collective conscious of a national
Key Insights and Market Opportunity
• In a space dominated by cheaper alternatives, it would be critical to
meet demand for “total value” – the idea that consumers are willing
to spend more if the quality is there.
• In a category dominated by feature messaging, we would need to
message the emotional beneﬁts of odor control, easy cleanup and
size—the most important pain-points identiﬁed by research.
• With a limited budget compared to the big competitors, the brand
would need a highly eﬃcient media buy and a disruptive campaign.
MicroArts crafted a solution that culminated
in the following strategic recommendations:
1. We created an “It’s Just Litter Until™…” message
that heightens the importance of litter in messaging
the drawbacks of not using a premium product like
World’s Best Cat Litter™.
2. We used our Proven Creative® Principle of
“sell on emotion” to introduce messaging positioning
the brand as the solution to the three biggest purchase
drivers for litter shoppers: long-lasting value, odor
control and easy cleanup.
Think about your cat. Not the box.
LESS MESS. LESS LITTER.
THAT’S CONCENTRATED POWER.
IT’S JUST LITTER UNTIL...
Cleanup Is Always On Your Mind.
(That’s Concentrated Power.)
you try the only litter that delivers long-lasting
performance with the concentrated power of corn.
3. The campaign was centered on disruptive
creative that used carefully crafted imagery to
literally put cats on people’s mind. This imagery
was paired with messaging that explained that
only World’s Best Cat Litter™ allows people to
keep their cat on their mind versus the litter box.
Launched through print, digital and experiential mediums, the
“It’s Just Litter Until™…” campaign is raising expectations of cat
litter with an emotional brand push that is turning heads and growing
brand awareness for the nation’s top-selling natural litter brand.