Healthy Pet came with the best challenge ever: Launch a new consumer packaged goods product in a crowded, stale, and unimaginative category. How stale and unimaginative? Try cat litter. I was ready to get my hands dirty and talk frankly about cat sh*t.
We started with the universal truth that people love to anthropomorphize their pets. So we created Rufus, the 6'3'' 200 lb spokes cat — devilishly likable, with all the charming (and not-so-charming) idiosyncrasies of his feline counterparts. Our irreverent-but-relevant campaign helped increase sales by 600%, doubling velocity at retail.