by Daniel Farey-Jones Brand Republic 12 Apr 2005

Go-Cat: mail campaign

Nestle Purina Petcare's new direct mail campaign for its Go-Cat dry cat food
brand aims to deepen its association with vitality and raise awareness of
its nutritional qualities.

The mailing adds more detail to the proposition "Go-Cat gives your cat more
get up and go", which has already been pushed by above-the-line magazine
activity.

Going out to 216,000 households, the campaign targets busy working mothers
who are cost conscious but want quality healthy food for their cat. It
encourages recipients to continue buying or convert to Go-Cat with a
money-off coupon, as well as gathering their details by offering a Canon
IXUS digital camera in a prize draw.

Sara Harris, group account director at integrated agency Geronimo, said: "We
believe we've come up with an inspiring creative piece that will appeal to
both Go-Cat and competitor users, getting them to reappraise the brand and
everything it stands for."

The creative team at integrated agency Geronimo designed the mailer using
the photography theme. The pack resembles a photography wallet and contains
five photographs of a playful ginger cat, while the coupon looks like the
negatives of the photographs.

Geraldine Pagneux, assistant brand manager for Go-Cat, said that the new
creative adds energy and character to the brand.

http://www.brandrepublic.com/bulletins/dm/article/470254/nestle-purina-unveils-mail-campaign-gocat-dry-food/

Try here:

http://www.go-cat.co.uk/fun/fun.asp

-- 
Geoff B

Remember "I" before "E", except in Budweiser


"Mike Terry"  wrote in message news:3c2tmlF6m94erU1@individual.net...
by Daniel Farey-Jones Brand Republic 12 Apr 2005

Go-Cat: mail campaign

Nestle Purina Petcare's new direct mail campaign for its Go-Cat dry cat food
brand aims to deepen its association with vitality and raise awareness of
its nutritional qualities.

The mailing adds more detail to the proposition "Go-Cat gives your cat more
get up and go", which has already been pushed by above-the-line magazine
activity.

Going out to 216,000 households, the campaign targets busy working mothers
who are cost conscious but want quality healthy food for their cat. It
encourages recipients to continue buying or convert to Go-Cat with a
money-off coupon, as well as gathering their details by offering a Canon
IXUS digital camera in a prize draw.

Sara Harris, group account director at integrated agency Geronimo, said: "We
believe we've come up with an inspiring creative piece that will appeal to
both Go-Cat and competitor users, getting them to reappraise the brand and
everything it stands for."

The creative team at integrated agency Geronimo designed the mailer using
the photography theme. The pack resembles a photography wallet and contains
five photographs of a playful ginger cat, while the coupon looks like the
negatives of the photographs.

Geraldine Pagneux, assistant brand manager for Go-Cat, said that the new
creative adds energy and character to the brand.

http://www.brandrepublic.com/bulletins/dm/article/470254/nestle-purina-unveils-mail-campaign-gocat-dry-food/