Cats Get Creative to Show Disdain for Clay Litter

CHARLOTTE, N.C., April 22 /PRNewswire/ -- Cat owners across the U.S. are receiving a clear message from their resident felines:  No more clay litter!  The demand is the basis of a new campaign featuring the activities of a stealth Feline Rights organization, Cats Against Clay (C.A.C.). The campaign aims to educate humans that cats don't like clay litter and will no longer tolerate it in their litter boxes.

(Photo: http://www.newscom.com/cgi-bin/prnh/20100422/CL91394 )

The marketing blitz includes billboards in New York, Chicago and San Francisco. Sidewalk graffiti featuring the C.A.C. logo has appeared in a number of major markets and a Web site (catsagainstclay.org), Wiki page and aggressive social media campaign are in full swing.

On its Web site, the C.A.C. lists reasons for its members' dislike of clay litter:  "Doesn't Taste Good, Has Harsh Chemicals, Is Dusty On Our Fur and Is Unnecessary Because Of A Better Alternative."

Bob Shaw, president of Concentric Marketing, said his agency is helping the organization and its still-secret benefactor get the word out.  "It should come as no surprise to cat owners that a group like this would launch a campaign of this magnitude," he said. "The goal of the communication is to allow the cats to explain the negatives of clay litter and to convince humans to seek alternative solutions. Frankly, I'm not sure I've met a more aggressive, passionate group of clients in my 20 years in the business."

The campaign urges cats to show their feelings about clay litter through "acts of defiance." Humans visiting a related Bad Kitty Facebook page share their own cats' destructive behavior and many wonder if their beloved felines have joined the C.A.C. cause.  Has your cat done anything unusually defiant lately?

About Cats Against Clay

C.A.C. (Cats Against Clay) is a cats-only organization that has fought for litter box reform since 1992. It is the only known secret cat society in the U.S., pursuing an agenda of standing up for the indignities shown to cats, including the elimination of chemical- based clay cat litters from the market. For more information: http://www.catsagainstclay.org.

About Concentric Marketing

Concentric Marketing is a Charlotte, NC-based brand development firm specializing in tightly focused marketing initiatives for mid-sized Breakout Brands. For more information: http://www.getconcentric.com.

SOURCE Concentric Marketing