Alert: The PRSA website in “read only” mode, while upgrades are in progress. Details.
Your Public Relations and Communications Community

Secured Document - MyPRSA Login or Purchase Required Log in to MyPRSA to View or Purchase this item.

Purina Cat Chow Way of Life Experience 2004 Tour


Publication Date: 2005

Source: SO16 Silver Anvil Award of Excellence
Product Code: 6BE-0504A14
Organization/Author/Firm: Purina Cat Chow,   GolinHarris (Chicago) / CheckMark Communications (St. Louis)
Industry: Consumer Products
Specialization(s): Special Events - Observances / Special Events - Observances more than 7 days
Format: Campaign Case Study (Silver Anvil)
Member price:
FREE
Non-Member price:
$7.99


Summary

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.




Online PR Training: FREE With PRSA Membership

Broaden your skill set with access to an extensive library of live and on-demand professional development webinars — one of PRSA's premier member benefits.