| Fresher Than Fresh | BSN-Jobst |
| Fresh Express | Nature's Earth |
| Continental and General Tire | SeaPak Shrimp Co. |
| Ralph's |
Who: Nature’s Earth Products, Inc., maker of Feline Pine, the leader of the alternative healthy cat litter category.
Challenge: With a renewed interest in the environment & consumer interest in “green” products, the alternative litter category was in the range of explosive growth. Feline Pine owned the SOM in this category and needed to seize the opportunity to continue to grow its brand & remain the leader in a category where heavily-funded rival brands were trying to enter the alternative category.
Big Idea: After conducting extensive data mining and consumer research to determine target consumers, buying behaviors and preferences, Concentric found that a new positioning was needed for the brand to emphasize what was most important to their consumers: clean/healthy home environment & the health of their family and pets. Additionally, it was uncovered that only a small segment of Feline Pine’s total target market had been reached by previous communication efforts. Concentric needed to redesign Feline Pine on multiple levels, from packaging and web site work, to overall communications messaging and strategy. Without tailoring the brand to make it interesting to those most likely to purchase it, Feline Pine would surely continue to lose sales to clay category giants with money to expand into the alternative market.
Results: By shifting the focus of marketing efforts behind Feline Pine, Concentric was able to reach a larger group of more upscale and affluent consumers, and position Feline Pine as a premium product, commanding higher price at retail. Feline Pine gained category buyer buy-in to generate additional shelf space, and ultimately, sales. Finally, Concentric helped develop previously untapped markets and channels for Feline Pine to expand their product’s reach and reference.
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