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Situation: Windmere introduced an innovative electronic cat litter box in 1996. Initial Direct Response advertising efforts via short-form DRTV and print did not meet desired sales objectives. Solution: CPO consulted with Windmere on restructuring their offer, revising creative executions and finding new call centers; then CPO developed a comprehensive media strategy and negotiated more cost-effective media buys. Result: CPO's campaign outperformed the initial effort by 2:1. Since then, LitterMaid has sold over 50,000 units through short-form and print advertising managed by CPO while building brand awareness and significant retail distribution.
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