Clean Paws Launch at Target
OPPORTUNITY: Launch Fresh Step Clean Paws cat litter with exclusive activation at Target.
ACTION: We leaned into the product benefits in fun and interesting ways to draw attention to the product and earn it more favorable shelf space at Target. This included end cap displays, coupon and tips booklets sent to veterinarian offices, emails, flyers, social media, out-of-home displays, and more.
RESULTS: Fresh Step Clean Paws was embraced by Target and well received by consumers, remaining a staple product category at the retailer to this day.
My Role: Strategy + Copy
Art Directors: Courtney Peterson + Laura Rodgers
I worked with senior art director Courtney Peterson and art director Laura Rodgers on the launch of Fresh Step Clean Paws cat litter at Target, which included exclusive activation and category innovation. The plan had multiple touchpoints to drive awareness and excite the Target shoppers while also solving the consumer paint point of litter tracking.
Coupon and tips booklet for new cat owners, sent to veterinarian offices and pet adoption clinics.
In-store motion-activated display.
I wrote the copy for this email sent out Target card-holders who made cat-related purchases in recent store visits.
In-store flyer.
Bus stop ad.
3-board digital display downtown Minneapolis.
Digital billboard animation.
Social media video
-
Role Strategy, Copy
-
For Catapult Marketing
-
Date 2019
-
Type Campaign
Up Next: