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FOR IMMEDIATE
RELEASE
PetSmart® Picks Up Giddy Kitty® Product Line Following Giddy Kitty's® Rebranding and Repackaging Strategy
Americus, GA - June 25, 2008 (INB) -- This May, a 48-foot
semi-tractor trailer left Americus, GA for the PetSmart
distribution center in Newnan, Georgia, about 120 miles
north, as the crow flies. Inside the trailer: thousands
upon thousands of catnip containers, bottles of liquid
catnip and catnips buds in protective blister packs- all
donning new packaging, all donning the newly smiling, giddy
face of the brand's famously colorful feline- Giddy Kitty.
That semi-load reflected PetSmart's initial order of the
newly branded and repackaged Giddy Kitty product line,
which hit the shelves in PetSmart's 1045 + stores across
America this month.
"One day I went into a store to look at the pet products,"
explains Giddy Kitty President Scott Wolcott. "Because
absolutely nothing stood out, my mind made this immediate
assessment: 'There's nothing here so let's move on.' That's
like the kiss of death for the impulse sale," he says.
"Plus," Wolcott adds, "even if I liked one brand product, I
found it practically impossible to sort through all the
other offerings to find its sister products. Who has time
to sort through the hodgepodge?" The end result of his
shopping experience? Wolcott left without buying anything
even though he has two cats.
But the trip was not a total loss. It also resulted in a
new look and new packaging for Giddy Kitty products, both
of which Wolcott says contributed to PetSmart's decision to
bring in the Giddy Kitty line. "Retailers leave a ton of
money on the shelves because of ho-hum packaging and the
lack of consumer-oriented branding among pet products," he
says. "PetSmart realizes that branding strategy influences
profit margins, with high brand recognition and brand
loyalty giving products an intangible quality that brings
faster repeat sales and higher same-sale purchases. Simply
put," says Wolcott, "PetSmart saw that Giddy Kitty's new
presentation would quickly impact consumer buying
considerations."
The new thermal-form packaging includes protective hoods
and blister cards, which mean that all Giddy Kitty
products- including liquid catnip- can either stand on the
shelf or hang on a jeg-peg. "Our new packaging gives
retailers incredible versatility and unbelievable marketing
opportunities," says Wolcott. "They no longer need point
of-purchase displays and can now group the Giddy Kitty line
as a brand, either on the shelves or on jeg-pegs or on some
combination of the two. With this presentation," he
explains, "consumers take a quick glance at the pet product
section and one brand immediately stands out: Giddy
Kitty." The new packaging also gives Giddy Kitty products
greater protection against the elements to preserve
freshness, as well as greater protection against handling
for longer shelf life. Wolcott says that in their former
packaging, the Giddy Kitty catnip buds would often wind up
crushed and broken just from people touching them. "In that
case, they may as well just have bought the powdered catnip
in bags," he says.
Giddy Kitty the company, formerly known as Bluegrass Buddy,
has been growing by leaps and bounds on its way to the
forefront of pet product manufacturing, starting with mom
and pop chains and moving to regional stores and mass
grocers and, finally, to nationwide distributors like
PetSmart. According to Wolcott, the firm's next goal is to
bring Giddy Kitty to the masses. "Now that we've invested
the capital and changed packaging and focused on a brand
building strategy, we're aiming even higher," says Wolcott.
"Giddy Kitty consistently knocks its mainstream competitors
off the shelves, which explains the growth explosion we've
experienced over the last 15 months." And Wolcott says he
expects more of the same: "We're just a fine-tuned
machine," he says. "And I'm confident that this machine is
going to drive the Giddy Kitty brand into the hearts and
homes of all cat-loving Americans."
Giddy Kitty Cat Products Corporation, formerly known as
Bluegrass Buddy Corporation, has been manufacturing quality
pet products since 1994. The company is headquartered in
and manufactures its products in Americus, GA. To learn
more, visit Giddy Kitty on the Web at
www.giddykitty.com.
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