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The 25-year-old brand was losing market share to its competitors, specifically Iams, whose scientific positioning had helped it gain share from Purina. Purina challenged GolinHarris and CheckMark to develop a program that would position Purina Cat Chow as the brand that understands a cat’s total wellness needs. This philosophy goes beyond diet to address the ‘complex’ needs of cats such as daily exercise, dental hygiene, emotional well-being and companionship.
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