In the cat litter category, the key benefits users look for is superior efficacy against litterbox odor. Tidy Cats--being the leader in the #2 of cat business—has been perceived to be not as effective against main competitive brands, even though their litter innovations and technology surpassed most in the industry.

In order to flip that perception on its head, we developed an iconic and visually arresting campaign called Stank Face. A trademark, visceral reaction to litterbox odor, in which we positioned Tidy Cats as the cure. With Tidy Cats’ Tidylock technology and portfolio of innovative engineered litter, no cat-loving household will ever have to make--or see--another Stank Face again.