If it moves, it dies.
By ALMA J. BUELVA
CAT owners have probably seen bottles of shampoo with different breeds of cats on the label. The bottles are exclusive in a way—people tend to pick up the ones that show a cat that looks like the one they have at home. The brand, however, is inclusive: it's “Our Cat.”
In pet stores, the multi-colored bottles of Our Cat are easy to spot. It's a local brand, but the shampoo is made in Australia.
By registering the exclusive use of the word "Our" to name its pet products, the company in a way is able to give consumers an immediate sense of ownership. It's a strategy that seems to have worked, giving Our Cat solid foothold in the market.
“Our Cat shampoo is about five years old. It is available in six different scents, plus one with no scent. “Our partner in Australia has chemists dedicated to developing the Our Cat product. We also sell Our Cat in the Australian market,” said Leslie Wilkinson D. Sy of the Gilbert Emerson Marketing Corp.
Gilbert Emerson is the maker of Flea Away, a 30-year-old product that remains strong even today. It also owns the Our Dog line of shampoos and conditioner.
In 2011, the company decided to expand the Our Cat product by adding clumping cat litter to the mix. The plan was to manufacture locally, but material sourcing and other costs were too high, so the company decided to outsource everything to China.
Our Cat litter officially hit the market in 2012 and Sy said they were surprised by how well it was received by consumers.
“Our Cat litter's clumping effect is just right – not too small and not too big. If it's too big, the litter won't cover the cat poop. If it's too small, cat's can track the litter on the floor,” Sy said.
The Our Cat Clumping Litter is available in several scents such as strawberry, lemon citrus, forest fresh, baby powder, floral fresh. A 4.0 kilo bag costs P224.75 at Pet Express.
Two years later, the company thought of exploring other types of litter, specifically the organic variety. They chose pine wood, which enables cat owners to flush the used litter afterwards without worrying about clogging. They also manufacture the pine wood variety of Our Cat in China.
Emerson said their pinewood cat litter is doing well as it is able to find other uses, namely as bedding for small animals like hamsters and rabbits.
“This is why in the bag, we have not only the image of cats, but also rabbits and mice,” Sy said.
A four-kilo bag of Our Cat pine wood litter costs P399.75 at Pet Express.
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