HOFFMAN ESTATES, Ill.—American Colloid Company is transforming its premium line of pet specialty cat litter, Premium Choice, into a brand name. The new positioning will allow for the introduction of its new flagship cat litter product name, Carefree Kitty. Premium Choice is re-launching with a refreshed logo, new packaging and a new consumer Carefree Kitty website.
A line of new, easy-to-use packaging styles will be introduced into market later this year. "The first thing that came to mind when wanting to make a change to our current cat litter packaging was the reality that our consumers are expressing a need for convenient, easy-to-manage packaging. Given that cat litter in a staple in every cat owner's home and there is a constant need for replenishing, we also want to deliver packaging that is earth-friendly," says Melissa Martínez, pet products marketing manager at American Colloid. In addition, the Premium Choice logo and the new packaging styles will come with a new look that is fun and energetic.
The change rose from a desire to strengthen the brand's direct communication with its loyal consumers and increase it's already well-known marketability. The launch of a new consumer website will be the beginning of a series of outreach initiatives to provide a greater level of service and gratitude to its loyal consumer base. The launch of the new site will align with the in-market launch of the new packaging line.