CHALLENGE
The challenge was that Solutia’s new product had to be differentiated from common fragrance cover-ups and scented litters in the competitive market.  Unique to Mineral Blue were its easy-to-use, blue granules that had been developed from natural minerals.  The product was also fragrance-free and super concentrated.  PSG was contacted to find a way to promote Mineral Blue and show cat owners that their cats would approve, too.

SOLUTION
Starting from scratch, PSG conducted in-home and market research, developed a product name and positioning, and worked on package design, launch strategy, point-of-sale materials, and direct mail.  A unique selling proposition was drafted to help separate Mineral Blue from the competition.  PSG also assisted Solutia with presentations to get the product on the shelves at major national retail pet stores.