This campaign is an excellent example of the integrated work we produce at Doner utilizing our creatives’ talents through Ecosystems, or as they’re known here, “Eco’s”.  Each are populated by creative staff capable of generating and producing ideas on all levels of modern communication and social activity, allowing Cat’s Pride® to establish a strong point of view, represented in every element of the product launch.

We were involved in all aspects of this campaign, starting with name development and package design, through the initial launch of trade show promotions, creative and point-of-purchase.  We plan to continue to help increase awareness of this innovative new product, and will oversee the brand’s social media.  The campaign also utilizes creative media buying,  including upcoming product integrations with major cable networks and publishing groups.

The revolutionary product, which is up to 25 percent lighter than traditional cat litters, begged for a creative campaign for the launch.  As you can see from the featured creative below, we took selling cat litter to a new, humorous direction.  The brand’s lightweight feature also makes it kinder on the environment.

Because of the unique clay blend that provides superior odor control and lightweight benefits, the tagline “Changing Litter For Good™” was chosen.

You can visit Cat’s Pride® facebook here.

Learn more about the full brand campaign from the press release here.

View the TV Spots, “Kitty Massage” and “Pass Out” below.

For a full list of creative credits, click here.

Beginning July 28th Mazda North American Operations (MNAO) will launch the 2011 MAZDA2 in North America with a branded social game on Facebook.

Click here for more from the press release and for a direct link to the game.