Thinking outside the litter box
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.
Putting cats first
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.
Felinus Maximus
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.
A litter box of success
- Ökocat went from 0 to 10k+ shelves nationwide
- Sales by increased by 600% and velocity at retail doubled
- Amazon was established as a direct-to-consumer channel
- Tons of media coverage, including a spotlight in The New York Times
“Rufus makes Morris the cat seem like a feline version of Mother Teresa.”
Stuart Elliot
THE NEW YORK TIMES
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