Case Study: ökocat Natural Cat Litter (German for 'eco-cat')
In early 2013, Healthy Pet determined to enter the fast growing natural fiber cat litter category in the U.S. In June 2014, they introduced ökocat Natural Cat Litter (German for 'eco-cat'), a line of super-absorbent, wood-based cat litter products that are simply the cat's meow! This speed-defying marketing feat was accomplished through close collaboration between the Healthy Pet brand team, their design and advertising teams and Brand Amplitude. Working together, we identified and leveraged consumer insights each step of the way from sizing the opportunity, to identifying the target and determining the right configuration of features to positioning. We also helped determine how many SKU’s made up the optimal line what those items should be.