Cat's Pride Fresh & Light Ultimate Care Logo

Cat’s Pride Introduces New Fresh & Light Ultimate Care

Cat Matters, In the News March 4, 2016

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. The campaign includes TV, print, digital and radio advertising.

“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.

  • Cat’s Pride started the lightweight litter trend and continues to innovate with its new product, Cat’s Pride Fresh & Light Ultimate Care lightweight litter. The product is 50% lighter and is formulated with highly absorbent minerals and no fillers, guaranteeing 10 days of odor control, the strongest clumps and low dust and tracking. Cat’s Pride Fresh & Light Ultimate Care offers the ultimate performance at a great value. The product is offered in a 10 pound jug, in both scented and unscented hypoallergenic varieties.
  • “Cats are Complicated. Great Litter is Simple.” Campaign: The new Cat’s Pride integrated marketing campaign is the brand’s largest media launch ever. This concept features a recurring character—a cat/owner couples therapist—who helps owners have a more meaningful and positive relationship with their cats. She continually reinforces how using the best-performing Fresh & Light Ultimate Care can reduce tensions all around and create healthier interactions between cats and their people. The integrated campaign continues across all digital, social media, in-store and print platforms.

About Oil-Dri

Oil-Dri Corporation of America, a leading supplier of specialty sorbent products for agricultural, horticultural, fluids purification, specialty markets, industrial and automotive, is celebrating 75 years of sorbent mineral expertise. Oil-Dri is a leading manufacturer of cat litter. “Cat’s Pride” “Fresh & Light Ultimate Care” and “Changing Litter for Good” are registered trademarks of Oil-Dri Corporation of America. From research and development at our Innovation Center outside of Chicago to our manufacturing plants in Georgia, Mississippi, Illinois and California, our Cat’s Pride products are proudly made in the USA. For more information, visit www.oildri.com or www.catspride.com.

 

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Media Contacts

Paramount Public Relations, Inc.

Jessica Prah, jessica@paramountpr.com, 312-953-3257

Sarah Anderson, sanderson@paramountpr.com, 312-544-4190