SOURCE: Oil-Dri Corporation of America

Oil-Dri Corporation of America

April 10, 2012 16:30 ET

Animal Planet Product Integration Extends Innovative Campaign for Cat's Pride

Doner Coordinates Media Placement for Cat Litter Company

DETROIT, MI--(Marketwire - Apr 10, 2012) - As part of the 360° campaign that helped launch Oil-Dri Corporation of America's revolutionary new cat litter, Cat's Pride® Fresh & Light™, 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®, Lisa Mak. While in the Innovation Center, the two perform weight, odor, dust and clump tests which highlight the benefits of using Fresh & Light™, 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™ 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® 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.

About Oil-Dri
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® Fresh & Light™ comes in multi-cat and fragrance-free formulas and is available in Walmart, PetSmart and many other grocery retailers across the nation.

About Doner
Based in Detroit, Doner is a member of the MDC Partners network and serves clients including ADT,, 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.