FELIGHT

The Challenge.

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Cat litter isn’t the most glamorous category, but it’s one where colour does a lot of the talking. With the leading brand’s blue packaging dominating shelves, Pets Choice came to us wanting to drive shoppers to the pink side. Felight needed to stand out fast, prove it was just as good (if not better), and do it all with a bit of sass.

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Our Approach.

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We created a “pink is the new blue, cat-first brand campaign. Every asset leaned into feline attitude and played on the fact that cats rule the house and so they deserve a cat litter fit for royalty. This is where our throne-themed assets and wordplay came in, with a tone of voice that had just the right amount of sass. Our aim was to show that this wasn’t a bargain-bin alternative, but a confident contender, made for cats who know their worth (and humans who like a deal).

We rolled the campaign out across packs, social, digital, and in-store – giving the Pets Choice in-house team a full set of assets to activate across multiple SKUs, including eco variants and fresheners. We even suggested playful activations like a “Put Your Cat on a Throne” competition to drive engagement.

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The Impact.

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Felight finally found its voice and gave pink packs a serious edge. With strong execution from the Pets Choice team, the campaign helped unlock listings, increase visibility, and shift perception in a category long ruled by blue. While we never said the name Catsan, let’s just say the message was heard loud and clear.