Mars Petcare’s smart cat litter brand
PrettyLitter is launched an integrated advertising campaign featuring a smart-mouthed cat.
The campaign, from brand performance and creative agency, Raindrop, highlights
PrettyLitter’s color-changing crystals, which turn the litter box into a way to monitor your cats’ health.
Titled “Not Just A Pretty Litter,” the
campaign introduces a fresh design palette and an understated tone to reframe the conversation around cat litter, according to the brand.
Built as an omnichannel platform, the
effort is designed for year-round deployment across multiple touchpoints. It includes hero videos “Claude Pees Rainbows,”
“The Littervention” and “The Gift of Gab” which
will be shown in 60-second executions, 15-second cutdowns and numerous static assets for owned channels as well as paid and organic social media. The creative work will appear across CTV/YouTube
and paid social.
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Social spots for the brand previously featured Martha Stewart and her cats. Raindrop recruited another celebrity, the cat actor Chipmunk, star of
Hellman’s 2024 Super Bowl “Mayocat” spot, to bring the campaign to life.
The videos follow a cat owner humorously interacting with Chipmunk as PrettyLitter
is introduced—demonstrating that cats should have a say in their litter.
“The campaign captures the real bond between cats and their humans while staying true to what
makes PrettyLitter unique,” says Christina Tasci, vice president, brand and creative, PrettyLitter, in a release. “It’s clever, modern, and unapologetically different from anything
else in the category.”
Cats are more than adorable and sometimes-needy companions who demand our constant attention, says Jacques Spitzer, chief creative officer,
Raindrop, which won the PrettyLitter business on a project basis in 2024.
“Cat owners already treat their cats like one of the family, so our campaign finds clever, maybe even
magical, ways to finally give cats a say in their litter choice,” Spitzer says in a release. “And cats are unanimous—they do not want gross, clumpy, messy clay litter.”