Challenge

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The challenge was clear but not so simple. How to creatively raise awareness for the new technology "Tidy Lock protection" in a way that differentiates as well as strengthens the emotional connection with the Tidy brand. The ultimate goal was launch the new product and meet launch and total product line share and sales goals.

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Solution

We leveraged and created a twist on the popular #stankface meme and announced the launch of Tidy Cats® new public service effort to combat the devastating effects of Stank Face, the universal expression of disgust caused by litter box odor that strikes cat lovers, their friends and family alike.

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To shed light on this important issue we partnered Tidy Cats with actress and cat-lover Angela Kinsey to create a comedic PSA to educate consumers on the devastating effects of Stank Face and offer hope that there is a cure available with Tidy Cats brand litters featuring TidyLock Protection.

The Tidy Cats Stank Face campaign included TV, print and digital advertising elements.

 

Additionally, Tidy Cats partnered with social media influencers Bunny Meyers, Cole & Marmalade, Big Daws, Eh Bee Family, Anna Akana and Tessa Violet on YouTube, Facebook, Twitter and Instagram to further shed light on the issue of Stank Face and share their experiences using new Tidy Cats with TidyLock Protection cat litter.

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Impact

Delivered best in class Google brand lift for ad recall and consideration. Surpassed all engagement benchmarks and attained and defended share and sales goals from aggressive new competitors.