Objectives:
- Develop an end of aisle display for Purina® Muse® Creatables, a natural, grain free supplemental feeding line, that could command shopper attention at Petco
- Educate the shopper on Muse® Creatables and how they could customize flavors for their cat food by choosing a base, adding vegetables and topping with a sauce
- Navigate shoppers through the endcap to build and buy flavorful meals for their cats
What we did:
- Developed point-of-sale trays that clearly organized the product categories of food base, vegetables and sauce while keeping each individual product front and center
- Used creative color coding and clear numbering to help the shopper navigate the retail display
- Engineered a dimensional header concept with sweeping curves and large lug-ons to command shopper attention
- Used bold yet muted colors to convey a natural, organic feel that matched the product’s ingredient sourcing
- Applied fun sketches of happy cats to show the emotional benefit of buying the product: the joy of giving their cat exactly what they love
Results:
- Built trial and awareness with a display that was integral to the multi-channel “Clean Plate™ Guarantee” marketing campaign
- Spurred basket-building, with shoppers buying multiple items from the display
- Excellent sales spurred Purina® to launch new flavors for the line
