Oil-Dri Corporation

Cramer-Krasselt *Lead Agency

Todd Stone, SVP, Executive Creative Director
Chad Verly, VP, Creative Director
Lisa Rios, SVP, Director of Brand Planning
John Freckmann, SVP, Director of Account Management
Meghan Welch, Account Supervisor
Jim Root, VP, Creative Director
Sandy Der Hovsepian, VP, Associate Creative Director
Maxx Valenti, VP, Associate Creative Director
Marlaina Quintana, SVP, Director of Public Relations
Dinah Goris, Senior Broadcast Producer
Becca Setala, Art Director
Tim Halverson, Copywriter
Taylor Kaine, Account Executive
Hannah Thulin, PR/Social Supervisor
Robin Griffin, VP, Director of Digital Production
Marissa Morrison, Senior Campaign Manager
Sarah Gentil, PR/Social Manager
Edward Otto, Junior Brand Planner
Mallory Kubenik, Creative Intern

gyk antler *Lead Agency

With only 3% market share, Cat’s Pride outperformed a category dominated by big CPG brands, big TV ad budgets and messaging dominated by product features and benefits. By embracing a more emotional brand message and launching a more effective digital ad strategy, the Cat’s Pride “Cats Who Care” campaign outperformed the category in lightweight scoopable litter, the category’s fastest-growing segment. In addition, Cat’s Pride lightweight scoopable litter blew away YOY sales, dramatically increased website traffic and created many new fans.