The creation of a new cat food brand – from conception to consumer validation in just under 7 weeks!
Mojo collaborated with the client’s small marketing team to achieve a unified vision – to create an honest cat food brand with products containing nothing but real quality meat and absolutely no fillers - after-all cats are inherent carnivores! This was our chance to really shake up the stagnant cat food market!
After an initial kick-off session, we combed through the wealth of previous research the client already had and conducted several store visits to understand our competition better. This also helped identify gaps in the market, enabling us to develop a number of territories we could really OWN!
From the insights gained, we created a number of initial concept territories to share with our client to align on the directions for us to take forward. From this, 6 distinct territories were developed for our Mojo Maker CoCreation workshop with 12 'creative consumers' - all of which were ardent cat lovers!
After a passionate voting session, two clear winners were chosen for further development, including packaging concepts. However, due to the entrepreneurial nature of the project, the team made an intuitive (and unanimous) decision to take just one route into quant for both the UK & US - so after just 7 weeks, BLINK! was born.
The quant test was a resounding success, so was now down to us to hone the brand & capture the unique personality of the cats to feature on each of our packs. We set about creating 21 distinct looking cats, to ensure their individuality.
Having been recently launched, the brand has immediately received the love it deserves from cats & owners alike!