• by Tanya Gazdik , July 12, 2011

Anyone who lives with a cat knows their personalities are multidimensional. Arm & Hammer is launching a "Double Take" promotion calling for photos showcasing felines from happy to angry and everything in between.

Cat owners can share two favorite photos with captions that describe each moment by submitting them to www.DoubleTakeContest.com through Aug. 22. Selected photos will be featured in a national print ad for Princeton, N.J.-based Arm & Hammer.

The company is promoting the contest on a dedicated Web site.

The Double Take Contest comes on the heels of the launch of Arm & Hammer Double Duty Clumping Cat Litter, which combines Arm & Hammer baking soda with odor eliminators to destroy both overpowering urine and feces odors on contact.

This is an important breakthrough for cat households, as 91% of cat owners say that it is very important that their litter eliminates both feces and urine odors, according to Rithika Naik, product manager at Church & Dwight, the makers of Arm & Hammer cat litter, citing a study by Marketview Research.

For submitting photos to the Double Take Contest, cat owners will be automatically entered to win one of 3,000 boxes of Double Duty. Five finalists will be posted on Sept. 21 and the public will be invited to vote for their favorite images through Oct. 5. Winners will be announced Oct. 17.

The grand prize also includes an announcement in a national publication, $1,000 donation to the winner's favorite pet charity and a "Cat Care Kit" that includes a Petmate Jumbo Hooded Pan and accessories, as well as a year supply of Arm & Hammer's Double Duty Clumping cat litter. Four First Prize winners will receive the "Cat Care Kit."