The challenge: The launch of Creamy Spoons – a first-of-its-kind lickable cat treat – was leveraged to drive penetration of Temptations cat treats amongst cat parents. The NPD offered a fun way for cat parents to bond with their cat in an delicious, mess-free format. Our job was to develop key creative and messaging that would drive awareness and trial of the NPD by dialling up the emotional and functional benefits along the shopper path to purchase.

The solution: Using the distinctive Temptations brand assets we created a bright, fun key visual featuring a strong call to action that could flex along the shopper journey. “Treat them to a spoonful of FUN” was used pre-store to pull on emotional levers, whilst “Treat them to a spoonful of YUM” was used to dial up the key functional (Taste) benefit at shelf.