CHICAGO, March 7, 2016 /PRNewswire/ -- 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."
- 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
featuring Heigl is the brand's largest media launch ever. This
concept features Katherine Heigl as
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
campaign features the actress in humorous commercials directed by
Anne Fletcher, known for films such
as "27 Dresses" and "The Proposal". The integrated campaign
continues across all digital, social media, in-store and print
platforms.
- The Jason Debus Heigl Foundation Partnership: The
Jason Debus Heigl Foundation (JDHF) was founded in 2008 by
Nancy and Katherine Heigl to
increase awareness of inhumane animal treatment and support animal
welfare efforts in this country. Established as a lasting
legacy to a beloved son and brother killed as a teen in a tragic
car accident, the JDHF is dedicated to helping companion animals by
eliminating the needless suffering inflicted on animals by human
cruelty, indifference and ignorance. Programs include the
relocation of pets from high-kill to no-kill shelters for adoption,
funding of sterilization for cats and dogs, medical and training
assistance for special needs dogs, grants to hardworking
"boots on the ground" rescues, and working with animal
welfare groups nationwide to increase awareness of spay/neuter,
humane education and adoption.
"We created the Jason Debus Heigl Foundation to continue to
spread Jason's love of animals," said Katherine Heigl, CEO, The Jason Debus Heigl
Foundation™. "We are thrilled to partner with Cat's Pride® in our
efforts to truly make a difference for animals."
About Katherine Heigl
Katherine Marie Heigl is an Emmy
Award winner, a two time Golden Globe nominated actress, and
producer, best known for her starring roles in the feature
films "The Ugly Truth", "27
Dresses" and "Knocked Up", as well as her portrayal of
Dr. Isobel 'Izzie' Stevens in the television medical
drama "Grey's Anatomy". Heigl will next be seen in the
upcoming Warner Bros. feature "To Have and To Hold" starring
opposite Rosario Dawson and directed
by Denise DiNovi. In addition
to her work in front of the camera, Katherine partnered with her
mother and manager Nancy Heigl to
form the production company Abishag in 2007. In 2008,
Katherine co-founded the Jason Debus Heigl Foundation, an
organization dedicated to ending animal cruelty and abuse and
promoting animal welfare. Heigl is married to singer-songwriter
Josh Kelley and the couple has two
daughters, Nancy Leigh Mi-Eun and
Adalaide Marie Hope. Heigl lives in
Utah, where she resides with her
family, nine dogs and four cats. For more information please visit:
http://www.kheigl.com/biography/.
About The Jason Debus Heigl Foundation™
The Jason Debus Heigl Foundation's mission is to eliminate the
needless suffering inflicted on animals by human cruelty,
indifference and ignorance. The Heigl family was inspired by
Jason's compassion for animals and is committed to keeping his love
and memory alive through acts of generosity and kindness toward
animals through the Foundation's work. The Jason Debus Heigl
Foundation has helped improve the lives of over 25,000 animals
since its inception. For more information, please visit
http://jasonheigl.foundation/.
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.
Media Contacts
Paramount Public Relations, Inc.
Jessica Prah,
Jessica@paramountpr.com, 312-953-3257
Sarah Anderson,
sanderson@paramountpr.com, 312-544-4190
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SOURCE Oil-Dri Corporation of America