Choosy Catfood: The Relaunch of Choosy Catfood - IPA Effectiveness Awards Case Study 1990

Brief Description: Relaunch of Choosy Catfood in a highly competitive market. Under threat of trade delisting. Relaunch included repackaging, reformulation and new variants. Strategy to take a 'quality' positioning with a premium price using a small budget. Media: posters. Evaluation: rapid sales increase. Difference shown comparing sales through stores with poster sites nearby against stores without sites ;---(TAGS)--- Full Title: The relaunch of Choosy catfood or a dog called Tiddles ; Number: 1990/316 ; Brand Name: Choosy Catfood ; Client: Spillers ; IPA_ProductCoding: Petcare (Pet food) ; Agency: BBH ; Author: Ruth Passmore ;