Friskies For More Experience

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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 mos

# Markets: 18

Attendance: 838,064

Samples: 101,150

DEFINING MOMENTS

Friskies had a long history of experiential marketing but when the brand relaunched in 2003 the marketing team wanted to take the program to the next level. KCP helped completely redesign the look and feel of the program incorporating key consumer insights and restructuring the routing to more than quadruple consumer impressions. In independent testing, consumers who visited the redesigned experience showed considerable lift in purchase intent and brand awareness compared to a control group.