Comprehending the Cat-egory

Eukanuba has a unique lineage: It cut its teeth feeding zoo animals. As it evolved into commercialization, the brand focused on dogs, which became its heritage. When they decided to expand to cats, they assumed the established dog equity would carry over to feline products. (Spoiler alert: It did not.)

Procter & Gamble tasked us with discovering and interpreting the insights of the cat owner, and specifically what drives them to purchase. Through research, we repositioned the brand within the category and updated the packaging system.

The results spoke for themselves. The design found its way into 400 additional IPS stores and was adopted globally.

Client: Procter & Gamble