SOURCE: Pet Ecology Brands, Inc.

October 26, 2006 09:00 ET

Pet Ecology Launches Consumer Awareness Campaign

Company's Distribution System in U.S. and Canada Is Now Complete With Access to Over 10,000 Retailers, Vets, Catalogues, and Internet Sales Sites

DALLAS, TX -- (MARKET WIRE) -- October 26, 2006 -- Pet Ecology Brands, Inc. (PINKSHEETS: PECB) -- -- announced today the launch of the first phase of the Company's Consumer Awareness Campaign, which is designed to bring the consumers' attention to the products and services offered by the Company to pet owners throughout the United States and Canada. The initial phase of the campaign will run from November 1, 2006 to January 31, 2007, at which time it will be evaluated to determine its effectiveness before the second phase is implemented.

Throughout this first phase, Pet Ecology will be implementing several initiatives that are unique to the industry and targets consumers to make them aware of its unique products, build its customer database to one of the largest in the industry and achieve an awareness of the Company as the leading provider of products designed to address the health needs of pets and the convenience to their owners. The consumer awareness initiatives are:

1. Retaining Public Relations Firm. The Company is retaining the services of Michael & Partners, a Dallas public relations company, to arrange placement of the Pet Ecology story in various media outlets over the next 90 days. The campaign is expected to result in Company being featured in consumer magazines and newspapers, result in numerous interviews with the Company's management and call attention to the Company's Internet home delivery program, pet health blog written by Ralph J. Steckel, CEO of Pet Ecology, and to the Company's unique initiatives described below.

2. InStore Demonstrations. The Company is retaining a consumer demonstration firm with substantial pet industry experience to present regular demonstrations in pet retailers in this initial phase of consumer awareness, so pet owners can actually see how its litter detects Feline Lower Urinary Tract Disease and how convenient and healthy the Company products are, which clearly differentiates the Company's products from the competition. It is anticipated that in a 90-day period, the products will be demonstrated at over 100 retailers throughout the United States. Based upon the expected success of this program in generating consumer awareness and orders, the program will be expanded during the second 90 days.

3. Sweepstakes -- Be the "BEST MOM EVER"

Tell us how you used Scientific Professional Cat Litter and It Saved Your Cat's Life

Beginning November 4, 2006 - January 31, 2007.

During the past year the Company has received numerous unsolicited testimonials by pet owners throughout the United States and Canada on the merits of its products. Building on these testimonials, the Company will now solicit comments about its products and services from the consuming public, publish those comments on its website and use these testimonials in its general media campaign. The best testimonials will be awarded the following prizes:

       1st Prize: Spa day for the winner and their cat
                  Free vet care for a year up to $5,000
                  One year's supply of Scientific Professional Cat Litter
                  Drinkwell Cat Fountain
                  Featured in Scientific Professional "Best Mom Ever"
       2nd Prize: Deluxe Kitty Carrier
                  Drinkwell Cat Fountain
                  One year's supply of Scientific Professional Cat Litter
       3rd Prize: Drinkwell Cat Fountain
                  One year's supply of Scientific Professional Cat Litter
4. Contest -- 100,000th CAT PARENT to sign up for "Home Delivery Program"

The Company has received outstanding response to its home delivery program for its products. Scientific Cat Litter is the only litter that can economically be delivered monthly or quarterly direct to the consumer's home because of its light weight. The Company will reward the 100,000th person to sign up for home delivery.

  Prize:     $5,000 in veterinary care for your cat
             Custom Cattery valued at $2,500
             Designer Kitty House
5. Holiday Gift Package -- K9 Fat Free Treats order online:,,

The Company will sell direct to the consumer its fat free treats in a holiday gift package on its Internet sites.

6. Pet Ecology website in Spanish language is now available:

The Company has received numerous requests for its products in Spanish from citizens of Spanish-speaking countries as a result of recent campaign into Latin America. This site will now make it easier for those customers who speak Spanish as their primary language to find retailers located in their area or order online.

7. Scoopy's Pet Care Blog! Providing important information for pets.

The Company will be launching initiatives throughout 2007 addressing the health issues of pets. A new website detailing symptoms and treatment of various common pet illnesses will be launched in the second quarter of 2007, which is intended to increase the brand identity of the Company. During this initial phase of consumer awareness, Ralph J. Steckel will write a blog on general health issues of pets and treatment by their owners.

In discussing the various aspects of the consumer awareness campaign, Ralph J. Steckel, CEO of Pet Ecology, stated: "Now that we have filled out our distribution system in the United States and Canada, and we continue our expansion into international markets, our focus is now on using unconventional means to draw attention to our brand and to our products. The largest obstacle for a company our size that is competing with extremely large competitors with large advertising budgets is to brand our name and our products to be synonymous with convenience and health issues that affect pets. We believe that the steps we are taking today will accomplish those objectives without spending millions on branding and advertising. The initial response to our home delivery program has been outstanding and we are pleased with our retailer penetration. Now is the time for us to show all consumers why our products are considered quantum leaps in the pet industry."

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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. Scientific Professional™ Cat Litter is ultra-lightweight and convenient to use (3lbs works like 21lbs of clay/sand based products); it is 100% flushable and safe for sewer and septic tank systems. It is completely safe for cats and our environment, and does not contain any sodium bentonite, as used in 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. Scoop-Lite® provides the same benefits as Scientific Professional Cat Litter without the sickness indicator.

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. The K9 Fat Free Treats are available in chicken, beef and liver & rice flavors.

Other products anticipated being launched by Pet Ecology Brands, Inc. in 2006 include two product line extensions for the Scientific Professional Cat Litter line to help indicate feline pregnancy and diabetes.


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