Client: Ralston PurinaProduct:Slim Kitty™
Target Audience: Cat owners, 18 to 35, women. This is a premium brand, so it’s not cheap cat food.
Middle income and up are likely targets.
Psychographics: Pet owners experience anthropomorphosis, where they humanize make their pets
and make them part of their family. Some aspects of the Cocooning trend may be at play—where
people spend more time at home, more emphasis on the family and close out the outside world.
to see the different colored bits.
Product’s USP: Made with tofu, soybean protein. Has no animal fat, no ash (which can cause
urinary tract problems). Has added vitamins. It’s an all-in-one formula.
Other benefits: Four colors of bits: bluetastes like fish. Redtastes like beets. Purpletastes likeliver.
Orangetastes like cheese. The clear plastic jug container makes it easy to see the different
colored bits.
Key Benefit: It’s a dietary cat food. Your cat will lose weight.