Friskies For More Experience — Nestlé Purina PetCare Company

Objective

Build brand equity for Friskies Cat Food through an innovative experiential event that reaches the brand’s target audience and increases purchase intent through trial.

Results

Execution:	10 Months
Number of Markets:	18
Attendance:	838,064
Samples Distributed:	101,150

Defining Moments

Friskies had a long history of event marketing, but when they re-launched in 2003 the marketing team wanted to take the program to the next level. Kicking Cow Promotions helped completely redesign the look and feel of the program — incorporating key consumer insights and restructuring the routing schedule to more than quadruple consumer impressions. In independent testing, consumers who visited the redesigned mobile marketing experience showed a considerable increase in purchase intent and brand awareness compared to the control group.