The Challenge
TThe entire French cat litter category is shrinking in value. Cat parents are increasingly choosing supermarket own-label litter, which, although cheaper, does not address the category's biggest pain point (and number one purchase driver): odour absorption. CATSAN is the category leader and remains the largest cat litter brand in Europe. It also has a surprisingly vocal fan base due to its unrivalled odour-control performance, which has recently improved from 97% to 99% odour absorption. As a result, the brand boldly decided to take action, setting a long-term ambition to help revive its shrinking category by demonstrating to cat parents just how powerful effective odour absorption can be—and why it is worth paying more for.
The Solution
Being a cat owner can stink. Because if your litter doesn’t absorb odours, your home, and everything in it, will. CATSAN absorbs 99% of cat litter odours. To prove our unrivaled power, we created editorial style print ads ads that put elegant looking luxury items at risk of ruin. From a €4,000 designer handbag to high-end homeware, we filling them with CATSAN and showed cats to use them as litter trays. This turned the most undesirable behaviour into a product demonstration - flipping a category problem into a bold, unmissable idea. All to to prove that when 99% odours are asorbed, anything, even the most luxurious of items, can become a litter tray. The people of France listened, as we saw 7% sales uplift (Dcom), and Up to 35% sales uplift in activated stores in Paris Region.
