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Berlin Cameron & Partners Bows New Look for Purina’s Litter Brand
NEW YORK–Ralston Purina has relaunched its best-selling cat litter with advertising from Berlin Cameron & Partners that repositions the product and adds a new name.
St. Louis-based Purina chose to relaunch market leader Tidy Cats (formerly known as Tidy Cat) because sales had flattened, said Izzy DeBellis, a Berlin creative director.
A TV spot breaking today in 30- and 15-second executions features a pair of talking cats who discuss the merits of the reformulated Tidy Cats litter.
“It is specially designed for multiple cat households,” says one cat.
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