Shopper Marketing - January 2016 - 22


PROGRAMS

Tidy Cats Takes a Shopper Approach
With 'LightWeight' Launch
By Patrycja Malinowska

minneapolis - Ten months before Nestle Purina's Tidy Cats launched a lightweight cat litter, the brand gathered its partners, including
packaging and display manufacturer Great
Northern InStore, to determine its go-tomarket strategy. Dan Sabanosh, Great Northern InStore's director of shopper marketing,
described the process in October during the
Shopper Marketing Conference & Expo.
A well-known brand in the pet aisle, Tidy Cats
saw an opportunity to increase market share
and sales while also increasing category shopability for its retailer partners with an innovative
new product that was 50% lighter than other cat

22

y SHOPPER MARKETING JANUARY 2016

litters on the market. Insights showed that cat
owners - mostly female - dread the purchase
of cat litter due to its heavy weight, viewing it
as an "anchor" that they have to lug back home.
The brand wanted a breakthrough idea to
convey the lightness of the new litter to the
shopper, desiring an in-store experience that
would show the difference between existing litter and Tidy Cats LightWeight. The P-O-P materials would have to be able to be implemented
effectively across a variety of channels including
mass, pet, grocery and club while incorporating
a new LightWeight logo, feather icon and a key
claim of a 50% lighter formula.
A "lift test" idea stood out among the initial
sketch proposals as a way to engage shoppers and help them understand the product's
benefits. Two different models were put to
the test with a panel of shoppers. One display
used light colors and positioned a jug of the
new litter right next to a jug of existing litter;
on the second display, which utilized bolder
colors, the two jugs were separated by an informational panel.
Both tests clearly showed that lifting the
product drove the "wow" moment, leaving no
doubt that picking up the packaging was the
key to a better shopper experience. "Though
not necessarily a quantitative test, qualitatively
the 'ahas' they got from people picking it up
showed how critical it was to drive that engagement so the product didn't just look like



Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
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