In early 2013, Healthy Pet decided to enter the fast growing natural fiber cat litter category. Just one year later, they introduced a line of super-absorbent, wood-based cat litter products called ökocat (German for 'eco-cat'). 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 and what those items should be.