Mars – Catsan – Direct Mail
“Cats will want to spend more time in the bathroom”
When compared to other litters, research proves that Catsan lasts up to
three times longer, has a higher absorption power of odours, and
produces much less dust. All in all, it makes kitty’s “bathroom” a much
more pleasant place. The challenge, then, was to convince owners that
Catsan is worth the higher purchase price.
Cats will want to spend more time in the bathroom; and since reading in
the toilet is common human behavior, why not introduce cats to the
same habit? We created a magazine catering to cats, adapted to their
size, with articles and ads (both real and make-believe) aimed at them.
For cat owners (and to push trial) we included an insert with discount
coupons and a “torture test” device.
Results: Of 68.530 magazines sent to MARS database, 3.020 replied to the
efficiency test, the total number of discount coupons claimed was 7.504
and we received 850 requests for further coupons. Catsan sales had an
increase of 33%.