Cannes Lions

THINK ABOUT THE BOX

JWT COSTA RICA, San Jose / CENTRAL VETERINARIA / 2014

Case Film
Case Film
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Overview

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Credits

Overview

Description

Super Gato is a local cat food brand in Costa Rica. In the last few years, sales had been dropping and were been left behind by big international brands such as Cat Chow and Whiskas.

As a result, Super Gato desperately needed to be re-launched to reposition the brand, and we did this based on one simple insight: cats love boxes.

Instead of mounting a traditional campaign, the agency proposed that to reposition Super Gato, the brand needed to remake its packaging and shift from an ordinary plastic bag to a box. This is how we came to be the first and only cat food whose packaging has more than just food.

Execution

Super Gato became more than just a way to feed cats, it became entertainment for cats and their owners.

Outcome

The brand went so viral and the impact was so great that it was featured in the news.

Really understanding what our consumers want helped us boost sales by 31%.

We turned into the second brand cat owners think of in relation to cat food.

The brand’s market share soared 16%.

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