After renovating the positioning of a nutritional supplement brand by elevating it from a feature-focused proposition to an emotional and functional benefit platform, we applied our SOAR process to create 15 “winning” new product ideas, including

the highest scoring nutritional supplement idea ever tested via BASES.


While other cat litter brands were introducing new products emphasizing longer lasting odor control, we helped this particular brand identify distinctive angles for odor control, resulting in

the 2 strongest selling cat litter varieties ever introduced – $200+ million and growing.