Cohen says, the idea was to present “advertising from the cat’s perspective” rather than from the owner’s perspective, focused on odor and household cleanliness, which is the usual approach for conventional brands. “Our goal is that we want Rufus to be a known character,” he adds, “an equity device” that will build awareness for the Ökocat brand name.Īnd because “we’re a pet products company that’s passionate about the pet,” Mr. Cohen says, which “tells us the business can double” if the alternative products get advertising and marketing support. Research indicates that for another 12 percent of cat owners, “alternative is in their consideration set,” Mr. He estimates that alternative brands account for 10 percent of the cat litter bought by American cat owners. Cohen likened the growing category to the natural segment of the cleaning products market, which is composed of brands sold by Method and Seventh Generation that compete against established brands from firms like S. C. A box of Ökocat, weighing seven or eight pounds, is to retail for $8.99 to $9.99, he says. Natural kitty litters sell at prices that are about 30 to 50 percent higher than kitty litters made with clay, according to Mr. Cohen says the other alternative brands include, in addition to Simply Pine, Feline Pine, sold by Church & Dwight Swheat Scoop, made with wheat fibers, hence the name and World’s Best. Ökocat is “part of an emerging class” of products “competing with ‘conventional’ cat litter” brands like Fresh Step and Tidy Cats, Mr.
Cohen joined Healthy Pet last year after serving in marketing posts at Foster Farms, the West Coast poultry products company. “Now, we’re moving to more of a marketing mentality,” he adds. Cohen says, but with “much more of a manufacturing mentality.” Healthy Pet “has been in the cat litter business for years and years,” Mr. Plans call for the Ökocat campaign - which will also include banner ads as well as ads on social media platforms like Facebook and Twitter - to be followed by ads from Traction for other products sold by Healthy Pet. The campaign is being created by Traction in San Francisco, which was hired by Healthy Pet in July to become the company’s agency of record, handling creative and media tasks. Ökocat, which is made with wood or paper rather than clay, is billed as “eco-friendly,” and Ökocat “in German means ‘eco-cat,'” says Samuel Cohen, vice president for marketing and sales at Healthy Pet in Ferndale, Wash. The tone and approach of the campaign is meant to appeal to cat owners who prefer natural products deemed to be more environmentally friendly than mainstream brands sold by pet-care behemoths.
Bryant wears a pair of nerd glasses and speaks like a sardonic millennial.
To underline the jokey nature of the impersonation, Mr. In humorous video clips that are to begin running next month as online commercials, Rufus is portrayed a comedian, Ross Bryant, who wears a cheesy-looking cat suit that makes no effort to disguise that he is a man pretending to be a cat. Rettenmaier & Söhne, are CareFresh, Critter Care, Healthy Pet and Simply Pine. Among the other brand names under the banner of Healthy Pet, which was acquired last year by a German firm, J. The character, named Rufus, is helping to introduce Ökocat, a line of natural cat litter from Healthy Pet, a company that specializes in what are known as alternative pet-care products.
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