Objective
- Nestle Purina challenged us to prove to the consumer that cat litter doesn’t have to weigh a ton to get the job done
- The mission was to demonstrate the dramatic difference in weight between the old and the new Tidy Cat products
- Design an interactive module with retractable tethers to maintain the integrity of the store displays and reduce housekeeping
What we did
- Developed a lift-test demonstration module that used actual product packaging (new vs. old) and invited consumers to feel the difference
- Universal design was used in 5 retail configurations including full and half pallets; we designed custom units for Target and Pet Smart
- Corrugated parts were direct-printed and litho-mounted, plus lock stream tube supports were used to reinforce the shelving
Results
- The launch was one of the largest ever undertaken by Nestle Purina and enjoyed nationwide success at major retailers
