CAT’S PRIDE® INTRODUCES NEW FRESH & LIGHT ULTIMATE CARE® CAT LITTER
NATIONAL MEDIA CAMPAIGN FEATURING KATHERINE HEIGL, ACTRESS AND CEO OF THE JASON DEBUS HEIGL FOUNDATION™
CHICAGO (March 7, 2016) – Oil-Dri Corporation of America (ODC-NYSE), a leading manufacturer of quality cat litter and the inventor of lightweight litter, announces the launch of the new Cat’s Pride® Fresh & Light Ultimate Care®, a revolutionary litter that delivers the ultimate performance including 10 day odor control, the strongest clumps and low tracking. Cat’s Pride Fresh & Light Ultimate Care is the best lightweight litter and is 50 percent lighter than traditional scoopable litters.
As part of the launch, Cat’s Pride® is partnering with award-winning actress Katherine Heigl, best known for her roles in "Grey’s Anatomy", "27 Dresses" and "Knocked Up", as the face and voice of their integrated marketing campaign.
The campaign includes TV, print, digital and radio advertising. In addition, Cat’s Pride is proud to support the Jason Debus Heigl Foundation™, by donating a portion of every Fresh & Light Ultimate Care purchase to support the Foundation’s animal advocacy work.
"Cat’s Pride is excited to introduce consumers to our newest innovation in cat litter, Fresh & Light Ultimate Care. For 75 years, we’ve been committed to providing products that enrich the lives of cats and their owners," said Dan Jaffee, president and CEO of Oil-Dri, the makers of Cat’s Pride. "We are proud to partner with Katherine Heigl and the Jason Debus Heigl Foundation as they work to end the needless suffering of animals."
Ah, cats. Never have cats garnered more attention than in the age of social media. The hilarious antics of these cuddly fur balls are the
subject of countless photos, videos and memes. Show us someone who claims they haven’t laughed at a cat on social media, and we’ll show you
someone who has never used social media.
But there is hidden dark side behind all of those adorable cats: they have owners who cared enough to chronicle them, while millions of
cats do not. According to the Humane Society of the United States, an estimated
3.4 million cats enter U.S. shelters every year. Of those, 41% will be euthanized.