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.

Thanks to all that, Super Gato became more than just a way to feed cats. It became entertainment for cats and their owners.

Results

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%.

That simple but clever change led us to create a whole new concept for the brand. This was launched through an integrated campaign that included outdoor shots, printed materials, in-store demonstrations and digital advertising leading to a web page where people could upload their videos and photos, and share experiences of their pets with the brand.