R2C Group

March 01, 2010 12:40 ET

World's Best Cat Litter™ Launches DRTV Campaign With R2C Group

Online Instant Rebate Coupons Featured to Drive Product Adoption and Sales

PORTLAND, OR--(Marketwire - March 1, 2010) - The APPA forecasted total pet spending for 2009 to reach $45.4 billion. For many Americans, nothing is more important and receives more care than the family pet. And the lovable house cat is at the center of it all. But the one thing all owners agree upon is the desire to eliminate litter box odor. World's Best Cat Litter™ has teamed with direct response leader, R2C Group, to promote its one of a kind solution through an integrated direct response television and online campaign. The campaign, comprised of one and two-minute television spots and an online response site, will run through September.

Customer Testimonials Play Key Role

Consumers are often wary of new products and rely on their network of friends to find the right solution. Direct response has allowed World's Best Cat Litter™ to feature the product's effectiveness and demonstrated value through the voice of the consumer.

"Today's consumer trusts what her peers say about a new product," says Paul Zobel, Director of Sales and Marketing for World's Best Cat Litter™. "Using direct response television and online response web sites gives us the perfect platform to showcase our product and speak to the consumer on her terms."

Online Rebates Driving Product Adoption

World's Best Cat Litter™ is offering online instant rebates to increase product sales. According to comScore, coupon sites were the third-fastest-growing category in November 2009.

"Online couponing in the form of instant rebates really fits into World's Best communications strategy," says Sue Collins, Vice President of Respond2, part of the R2C Group. "Consumers have busy lives and want products that are simple, easy and deliver on what is promised. This campaign removes the barriers to trial with instant rebate offers. It's a recipe for success."

Instant rebate coupons are available at

To learn more about World's Best Cat Litter™, visit


World's Best Cat Litter™ is a pet-, people- and planet-safe cat litter made with whole-kernel corn and other natural ingredients using a patented scientific process that delivers advanced odor control and clumping. Using no synthetic chemicals, clays or perfumes, World's Best Cat Litter™ is biodegradable, flushable*, septic-safe and all natural. World's Best Cat Litter™ is available in pet specialty stores (PetSmart and PETCO), independent pet stores and select grocery stores. World's Best Cat Litter™ is produced by GPC Pet Products, which is headquartered in Muscatine, Iowa.

* The State of California encourages the disposal of cat feces in trash and discourages flushing cat feces in toilets or disposing of them in drains.

About R2C Group

R2C Group, Inc., the largest independently owned, direct response advertising agency in the country, specializes in brand-building accountable advertising. Headquartered in Portland, Oregon, with offices strategically located across the country, R2C Group combines the talent of its creative division, Respond2, and the expertise of its media buying divisions, Cmedia and MMSI (Marketing & Media Services). Pioneers in branded DRTV production, dovetailed with efficient, high performance media planning, R2C Group's clients include World's Best Cat Litter™, General Mills, Procter & Gamble, Estee Lauder, Adobe, Philips, The Home Depot, Bare Escentuals, Icon Health & Fitness, Humana Healthcare, Nautilus Bowflex, Euro-Pro, and many others. More information is available at

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