Tidy Cats team gave bloggers, media, and active Facebook and Twitter users and influencers a sneak peek, asking them to spread the word. This ensured that when consumers heard about LightWeight or saw it in-store, there were already reviews available online and chatter happening in the social space. As the Tidy Cats case illustrates, there is no “best practice” for activation. The best practice is a strategy that links the new offering to the specific circumstance and job in the mind of the consumer. For Tidy Cats, this meant a comprehensive in-store experience with TV playing an important awareness role. JUST THE FIRST OF MANY LIGHTWEIGHT LITTERS. “Our team and our savvy retail partners recognized early on that creating a lightweight litter was more than a one-off product launch,” said Schulz. “This was big—and we had great confidence in our consumer insights that we were the first to introduce an entirely new litter category. Our retailers gave us the displays needed to demonstrate the product with skeptical consumers; our management team supported our aggressive forecasting and approved capital investment necessary to meet production goals. We all saw this as an arms race: LightWeight was such a big deal that competitors were going to move on it, so we wanted to go big and go fast. As a team, we had the confidence in the insight and the technology to make this bet, and the company had the courage to back us, which was really exciting and motivating.” Tidy Cats launched the first in its LightWeight line with the 24/7 Performance formula in the fall of 2013. As planned, LightWeight was a platform that propelled the launch of Instant Action formula in June 2014 and Tidy Cats with Glade formula in June 2015. This comprehensive strategy generated results that not only “broke through” but even accelerated. As do the majority of Breakthrough Winners, Tidy Cats LightWeight was able to command a considerable premium—not because of newfangled features, but because it answered an important problem without compromise. Tidy Cats LightWeight is easy to lift off the shelf, and it’s flying out of stores, bringing breakthrough growth to a classic brand. Marketers sometimes write off categories as mature and saturated, but the Tidy Cats success underscores that fresh thinking, open minds, and uncompromising execution can ignite Breakthrough Innovation in any category, at any time. n
Learn more about the Breakthrough Innovation initiative at . Explore more content on a variety of innovation topics at . SPECIAL THANKS TO THE 2015 NIELSEN BREAKTHROUGH INNOVATION PROJECT TEAM Every year, production of a world class Breakthrough Innovation Report requires the tireless dedication of a small army working together against tight deadlines – all in addition to their day jobs. The authors would like to extend special thanks to Kristin Behrmann, Mike Black, Meg Chari, Kim Gaskins, Courtney Gaynier,
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