COMPANY

Background

Cat food is the 15th largest category in supermarkets in New Zealand and Mars had a problem. The company had only a 19 percent share of the dry cat food segment compared with the dominant player Nestle Purina, which had 65 percent. The leading brands in the category were both owned by Purina. ONE had a 33 percent share and Friskies a 22 percent share. Mars had the third brand Whiskas, which only had a 14 percent share. To add insult to injury, it had been gradually losing share for the past six years, with growth in the category being driven by Purina brands, especially ONE.

Due to the gradual decline of Whiskas, the brand had become reliant on price and promotional discounting to try and hold sales. This was a slippery slope, as brand perception and profitability were declining. Distribution losses, reduced range and poor shelf-placement added to the woes. Something had to change if it was to turn around.

What's new

Mars relaunched Whiskas Dry in mid-2009, with new product, a new packaging format, new artwork, increased pricing, new positioning and a new locally developed marketing campaign.

The new product was inherently superior to its predecessor so Mars repositioned Whiskas up towards the premium brands rather than competing in the price sensitive mainstream segment. This really was a major gamble, even though Mars was confident in its research and the new direction. Despite the long term decline, Whiskas dry was still worth $12m in sales to Mars annually. But with the significant price increase, it faced the likelihood of alienating the existing consumer base without gaining any new premium customers. In order to re-establish the brand as a credible player, the strategy was a risk that it was willing to take.

The launch was the most successful in Mars New Zealand's 21 year history and, in looking at the market, it is hard to find any other brand from any pet food manufacturer that has grown as much or changed the category in such a dramatic way in such a short space of time.

The premiumisation of the brand involved a significant price increase and therefore a higher margin, allowing Mars to offer the consumer a far superior product. It also addressed internal profitability issues, freeing up funds to invest in the brand and improve trade margins, thus gaining support from key retailers.

LOGO & LINE

CHALLENGE: Extend the Whiskas brand into the cat treats category by offering consumers a unique range of functionally benefit-based skus. Take advantage of Whiskas equity as the great tasting and nutritionally complete brand for cats.

COMMENT: Immediate recognition of the brand is achieved through the use of the trademark Whiskas purple and cat mask. The clean clinical white panel provides a background for the functional benefit communication, sku identification and product visual. Use of a matte finish with spot varnish reflects the brand’s quality and premium price point.

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When it comes to mealtimes, balance is key for your little one. She'll need a heady mix of proteins, vitamins, minerals and much more. All available from the Whiskas Kitten range of course!

Carefully prepared with all the essential nutrients your little one needs to help her grow big and strong

The Dry range provides added calcium for healthy teeth and bones, plus all the nutrients your little one needs to grow.

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We believe that cats know what they like when it comes to food, so we put all of our passion and know-how into creating the meals they prefer. Our adult meals are designed to give your cat all the nutrients she needs for an active, healthy life. And with a huge range of flavours, she'll always look forward to mealtimes.

A range of delicious food, carefully prepared and made with quality ingredients that taste delicious and are full of the natural goodness cats need.

The Oh so…range made with whole pieces of meat and fish that she can see, but not for long!

Give her a new surprise every mealtime with our broad range of canned meals.

Contains crunchy meaty nuggets with soft centres packed full of taste and bursting with goodness.

Less lactose but lots of good-for-bones calcium and a taste that she'll love.

The perfect treat for older cats, or cats who prefer soft to chewy.

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Our meals for older cats have been made to go down smoothly. They're easy to digest, and come in a range of different flavours to suit even the most fussy palate.

Easily digestible meals with all sorts of nutritious needs like sunflower oil and lots of calcium.

Whole chunks of succulent meat or fish, within a deeply delicious jelly.

She'll love these crunchy nuggets, each of which is packed with protein, oils and fibre.

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Whether you're rewarding your cat after a visit to the vet or just want to give her something a little bit special, Whiskas® have a whole range of snacks and treats that'll delight your favourite companion.

Temptations have a crunchy shell and gooey, soft savoury centre.

Add some extra bite to her next meal by sprinkling on these vitamin packed treats.

Deliciously chewy treat that helps keep her teeth clean and healthy. Whiskas® Dentabits will give your cat's teeth a good scrubbing.

With a texture she’ll love and find really easy to chew, Whiskas® Sticks is the perfect treat for in between meals. Available in the delicious flavours of chicken (containing 80% meat) or salmon (high in Omega 3), with each stick individually packaged to ensure maximum freshness.

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