Challenge: Meow Mix was losing sales to competitors because customers weren’t aware of all its products.
Insight: Cat parents projected their dietary preferences onto their cats, assuming they’d get bored eating the same food every day. They believed they had to buy several cat food brands in order to get enough variety to satisfy their fur babies.
Creative Approach: Create a fictitious (and hilarious) medical condition caused by serving cats the same food all the time, positioning Meow Mix’s variety as the cure.
Creative:
