Central Veterinaria - Super Gato
Think about the box / J. Walter Thompson Costa Rica
Super Gato is a local cat food brand in Costa Rica. In the last few years, sales had been
dropping and were been left behind by big international brands such as Cat Chow and Whiskas.Super Gato desperately needed to be re-launched to reposition the brand.
Instead of mounting a traditional campaign, the agency proposed that to reposition Super Gato,
the brand needed to remake its packaging and shift from a common plastic bag to a box. Based on one simple insight: cats love boxes. This is how we came to be the first and only cat food whose packaging has more than just food.
Super Gato became more than just a way to feed cats. It became entertainment for cats and
The brand went so viral and the impact was so great that it was featured in the news.
Really understanding what our consumers want helped us boost sales by 31%.
We turned into the second brand cat owners think of in relation to cat food.
The brand's market share soared 16%.