Doubling velocity at retail
Healthy Pet had a simple ask: Disrupt the crowded, unimaginative, and stale cat litter category. Our award-winning work helped them become the first successful category challenger brand in over a decade.
Healthy Pet had a simple ask: Disrupt the crowded, unimaginative, and stale cat litter category. Our award-winning work helped them become the first successful category challenger brand in over a decade.
Our research showed that people think of cats as family members, but competitors all marketed litter based on human needs. So we decided to showcase benefits from a cat’s POV— and talk frankly and honestly about cat sh*t.
We took anthropomorphization and dialed it to 11. Enter Rufus, the 6'3'' 200 lb spokescat with all the charming (and not-so-charming) idiosyncrasies of his feline counterparts to undercut a boring category—people related to him instantly.