Friskies For More Experience 


Build brand equity for Friskies Cat Food through an innovative experiential event that reaches the brand’s target audience and increases purchase intent through trial.


Execution: 10 mos                 

# Markets:  18       

Attendance: 838,064    

Samples: 101,150


Friskies had a long history of experiential marketing but when the brand relaunched in 2003 the marketing team wanted to take the program to the next level.  KCP helped completely redesign the look and feel of the program incorporating key consumer insights and restructuring the routing to more than quadruple consumer impressions.  In independent testing, consumers who visited the redesigned experience showed considerable lift in purchase intent and brand awareness compared to a control group.