SOURCE: Pet Ecology Brands, Inc.

October 24, 2007 08:00 ET

Pet Ecology Brands Launches National Television Advertising Campaign

DALLAS, TX--(Marketwire - October 24, 2007) - Pet Ecology Brands, Inc. (PINKSHEETS: PECD) reported today a national television advertising campaign introducing Pet Ecology Brand's "Perfect Litter Alert" to the home delivery market has been running successfully on 14 different television network channels nationally including the Animal Planet, Discovery Channel, The Food Network, Life Time TV, Fine Living, Hallmark, E! TV, HGTV, Bravo and others. The national advertising is being conducted by the Company's Internet and home delivery licensee, Pet Ecology Direct, LLC. After a long series of market tests intended to determine the effectiveness of content of the advertising being used on TV and Internet marketing, the company has come up with an advertising plan which will ensure continuous growth of the home delivery business and Pet Ecology's brand awareness. As a result of initial marketing efforts and testing, the Company is already processing over 3,500 orders per week with the amount of orders expected to grow weekly as the customer base expands and as advertising becomes more targeted in conjunction with a scheduled increase in spending for the planned advertising.

Ralph J. Steckel, President and CEO of Pet Ecology Brands, noted, "The response for both the Internet and television advertising have exceeded expectations generating significant call volume, web traffic and initial orders. Equally important, the retention rate for automatic monthly reorders was higher than expected. These advertising programs are successfully meeting our dual objectives of building awareness and educating the public of our earth friendly litter. Furthermore, they are creating a rapidly growing base of customers and recurring monthly revenues. We have also been able to introduce our new state-of-the-art waterless cat shampoo and a new germ fighting odor control product to the home delivery market. These additional products leverage advertising dollars by increasing the average order size."

Mr. Steckel stated further that, "The commencement of the Internet and television campaigns is the first thrust in an overall marketing, branding and penetration strategy. Phase one of the strategy is to build the home delivery market and brand recognition through a robust national direct-to-consumer advertising. As the home delivery market matures, our products will be recognized more nationwide. Therefore, we believe that our retail sales efforts, which is conducted solely through Pet Ecology Brands, Inc. will be very successful. Our retail sales are expected to commence late in the fourth quarter of 2007 with full commercialization in 2008. For the company and its shareholders, this presents the beginning step of an exciting time for Pet Ecology Brands, Inc. We have had exceptional products for some time and now we have the financial capability and marketing expertise to gain significant market share."

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About Pet Ecology Brands, Inc.

Pet Ecology Brands, Inc. has developed a revolutionary patented cat litter that destroys urine odor, clumps, and is earth-friendly. The litter is ultra-lightweight and convenient to use (3 lbs works like 21 lbs of clay/sand-based products), it is 100% flushable and safe for sewer and septic tank systems. Most importantly, it is completely safe for cats and our environment, and does not contain any sodium bentonite, as used in many competing brands. The design helps to protect the landfills, and yet does everything that clay litters do... and more. It has the ability to help indicate certain diseases commonly occurring in cats. The technique used is similar to that found in Merck's Veterinarian Manual. However, this litter not only warns of possible illness, but may also help indicate how far along the illness may be by the color the litter changes to, thereby providing the pet owner significant additional benefits and an early warning system concerning the cat's health.

Pet Ecology's K-9 Fat Free Dog Treats™ are the first fat free treats on the market that meet the standards of the U.S. Department of Agriculture, and offer dog owners an effective means to provide their pets with a non-fat tasty treat. They are also cholesterol free and sodium free. According to U.S. News & World Report, "the number one health problem for dogs is obesity." Today, dogs are fed fat rich food and treats, and often get significantly less exercise than required to maintain an ideal weight and healthy condition. Overweight dogs are more prone to serious injury, skeletal stress, and the same complications that people experience with significant weight gain via fat rich diets, ranging from heart and lung problems, to skin and kidney diseases, to circulatory and immune system issues. Vit-A-Dog Fat Free Treats (soon to be available) are enriched with vitamins D & E, and will be available in chicken, beef and liver flavors.

Other products anticipated being launched by Pet Ecology Brands, Inc. and include the first fat free cat treat, a low sodium and low fat microwavable gourmet cat dinner; and two cat litter product line extensions to help indicate feline pregnancy and diabetes.

SAFE HARBOR STATEMENT

Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995: The statements, other than the statements of historical facts, may be deemed to contain forward-looking statements with respect to events, the occurrence of which involves risk and uncertainties, including, without limitation, demand and competition for the company's products and services, the availability to the company of adequate financing to support its anticipated activities, the ability of the company to generate cash flow from operations and the ability of the company to manage its operations. As statements regarding future events concern management's estimates of future results of operations, and as these estimates are based on many elements beyond management's control, differences from management's estimates may occur, and such differences may be material.

Contact Information

  • Contact:

    Corporate Contact:
    Ralph Steckel
    Pet Ecology Brands, Inc.
    14822 Venture Dr.
    Dallas, TX 75234
    972-759-8080
    http://www.petecology.com

    Investor Relations Contact:
    Gerald Kieft
    Ryan Audin
    Wall Street Resources, Inc.
    2646 SW Mapp Road, Suite 303
    Palm City, Florida 34990
    772-219-7525
    http://www.wallstreetresources.net