World’s Best Cat Litter
This corn-based miracle brand struggled to steal significant share from the clay litter leaders, who spend an average of ten times more in media. Between 2023 and 2024, TRG’s quirky work on behalf of the brand – promoting feline fun over product attributes – saw the largest top-of-mind growth for any of the top litter labels, a whopping 55% increase.
Within natural brands specifically, World’s Best’s unaided awareness jumped from 7% in 2023 to 15% in 2024. That’s a 114% increase. Most importantly, the campaign led to big increases in sales for the brand – up 13.4% in total omni sales, with unit sales up 8.8%.
