Welcome to the truly weird Cats Against Clay campaign:
Here’s a press release explaining at least part of it:
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 . . .
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.”
It also has a signature graphic:
And it ran a $173,000 full-page ad in Thursday’s New York Times (an image of which – sorry – the lateworking staff at Campaign Outsider has been unable to locate).
Regardless, this is one hairball of a marketing effort.