Animal Planet Product Integration Extends Innovative Campaign for Cat's Pride
DETROIT, MI, Apr 10, 2012 (MARKETWIRE via COMTEX) --
As part of the 360 degrees campaign that helped launch Oil-Dri
Corporation of America's revolutionary new cat litter, Cat's Pride(R)
Fresh & Light(TM), the product will be a featured segment on Animal
Planet's original program "Must Love Cats." The six and a half minute
integration will showcase the innovative cat litter's lighter weight
and exceptional product performance through demonstrations filmed at
the Oil-Dri Innovation Center near Chicago. The first of its kind in
the litter category, the product's attributes came in direct response
to the needs voiced by consumers during research and development for
a lighter weight scoopable litter. The integrated program will run as
part of the season finale of the show, airing on April 14, 2012, at 8
p.m. and 11 p.m. ET/PT.
"Our company is dedicated to products that make cat lovers' lives
even more enjoyable with their pets," said Dan Jaffee, president of
Oil-Dri. "We're happy to open our doors to the 'Must Love Cats'
production so that consumers at home can get a firsthand look at how
we are Changing Litter for Good."
The segment includes several tests conducted by the show's host, John
Fulton, accompanied by senior brand manager for Cat's Pride(R), Lisa
Mak. While in the Innovation Center, the two perform weight, odor,
dust and clump tests which highlight the benefits of using Fresh &
Light(TM), proving how this low-dust, hard-clumping litter weighs up
to 25% lighter than other scoopable litters while providing
fast-acting odor control. Fulton then takes the product to The
Anti-Cruelty Society, which Oil-Dri has partnered with for over 20
years, to see if cats like the product as much as their owners.
"Consumers who have made the switch to Fresh & Light(TM) are raving
about its benefits. They appreciate the lighter weight of the product
and how it provides strong odor control and is incredibly low in
dust," said Mak. "Animal Planet's 'Must Love Cats' is the perfect
vehicle to showcase our product and we are pleased by the opportunity
to partner with them to share the benefits of our product with highly
relevant and engaging content."
"We continuously look for innovative ways to promote the great things
our clients are doing and this integration on Animal Planet
exemplifies that ideal, by integrating the product into a program
that consumers already trust," said Greg Clausen, executive VP, chief
media officer, Doner. "The first airing of this segment comes at an
ideal time as the TV, digital and print media all increase presence
during the months of April and May."
The product was introduced last fall through a fully integrated
advertising campaign, created by Doner, which made Cat's Pride(R) a
social cat litter company. The launch also included humorous
television spots featuring CGI cats doing human-like activities such
as giving massages, performing CPR, and lighting candles. The spots
air on a variety of networks including ABC, Animal Planet, Bravo, E!,
HGTV and Food Network. Digital media is scheduled to run through
Catster, SheKnows, Yahoo! and CBS, and print insertions will appear
in Ladies' Home Journal, Family Circle, Better Homes & Gardens, and
Woman's Day throughout May and June.
Oil-Dri Corporation of America (NYSE: ODC) is a
leading supplier of specialty sorbent products for agricultural,
horticultural, fluids purification, specialty markets, industrial and
automotive, and is the world's largest manufacturer of cat litter.
"Cat's Pride" and "Changing Litter for Good" are registered
trademarks of Oil-Dri Corporation of America. "Fresh & Light" is a
trademark of Oil-Dri Corporation of America. Cat's Pride(R) Fresh &
Light(TM) comes in multi-cat and fragrance-free formulas and is
available in Walmart, PetSmart and many other grocery retailers
across the nation.
Based in Detroit, Doner is a member of the MDC Partners
network and serves clients including ADT, AutoTrader.com, Avery
Dennison, Choice Hotels International, Chrysler Group LLC, The
Coca-Cola Company, The Coleman Company, Cox Communications, DuPont,
Harman, Serta, Sherwin Williams, Shell Lubricants and The UPS Store.
With over $1 billion in billings Doner has built on its strong
creative legacy to create a modern, integrated creative network with
offices in Detroit, Cleveland, London and Newport Beach. As a
full-service, performance-driven agency, Doner focuses on creating
ideas that change the destiny of brands through creativity.
SOURCE: Oil-Dri Corporation of America
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