AGENCY
Crystal Roubadeaux, Account Planner
Yuko Tsuchiya, Account Dir.
Nick Bartle, Planning Dir.
Mike Barti, Copy Writer
Heward Jue, Art Dir.
Jim Lesser, Creative Dir.
Clorox
SUMMARY
In 2006, Cesar faced two enormous hurdles; increased competition within the single-serve segment and negative consumer perceptions of wet feeding. To achieve success Cesar take ownership of the small dog relationship. Our strategy was to leverage the consumers' need to reciprocate the unconditional love that small dogs give them. The campaign Written Promises illustrates the small dog's commitment to their owners in a fun, stylish, fashion forward way. The campaign idea is Love them back with Cesar "canine cuisine." This notion provides consumer with a strong call to action and positions Cesar as a way to return love. Within three months of the campaign launch Cesar's awareness had doubled (IPSOS Tracking Study Q3) and sales share had reached an all time high of 15.2%. (IRI)
