Direct > Product/Service
MILKOHOLICS
OGILVYONE WORLDWIDE, Auckland / NESTLE / 2006
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Friskies was haemorrhaging share in a cluttered cat food market with a lot of activity from within the Purina portfolio, as well as competitor spend. Immune to previous marketing activity it continued to decline. Friskies developed a new product innovation, Milk Essentials™, to add to some SKUs giving their brand a stronger point of difference. This combined the taste of milk which cats love, without lactose that can cause digestion problems. Trial and serious brand growth were imperative. A key target market insight revealed they tend to project human behaviors onto their cats. Budget constraints did not allow for TV.
Outcome
Massive success!•Halted decline from -19.3% value share change achieving +13.8% growth.
•Gained 28.5% of core target market without cannibalising Purina portfolio by directly stealing share from Whiskas which reflected a steep decline in value share change.
•Gained an increase of 40% additional Friskies households to the database. •Purina Friskies growth vs. previous period was the highest brand growth of the top selling brands at 18.9% above the total category.
•The high growth of Purina Friskies vs. the previous period resulted in a 2.2% share points increase of total mainstream dry cat food.
Solution
We invented Milkoholism in cats, a tongue-in-cheek comparison to alcoholism, focused on a teaser campaign to create cut through and word of mouth. This utilised multiple touchpoints based on target market knowledge, driving owners online for more information.
We then introduced Purina Friskies with Milk Essentials™ as a solution to Milkoholism . This aimed to drive trial, encourage feedback and interaction via the web, Milkoholics Anonymous on radio, public relations to extend coverage and instore advertising to encourage purchase.
Momentum was strengthened through radio, point-of-purchase, street theatre outside supermarkets, and a magazine campaign, promoting trial and sampling.
More Entries from Fast Moving Consumer Goods in Direct
24 items
More Entries from OGILVYONE WORLDWIDE
24 items
