Super Gato: Thinking Inside the Box

Super Gato is a local cat food brand in Costa Rica. In the last few years, sales had been dropping and were being left behind by big international brands such as Cat Chow and Whiskas. Super Gato desperately needed to be re-launched to reposition the brand.

Instead of mounting a traditional campaign, the agency proposed that to reposition Super Gato, the brand needed to remake its packaging and shift from a common plastic bag to a box. Based on one simple insight: cats love boxes.