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This Ad Stinks!

Just a warning – the new TV spot from PetNovations stinks… because it’s full of cat litter!

Later this month, PetNovations will break its first prime time TV advertising for the CatGenie, the world’s only self-flushing, self-washing cat box. In the spot, people around the world toss traditional cat boxes out of their windows, saying goodbye to dirty, dusty, and smelly litter for good. One of the cat owners then goes to the CatGenie website and sees the solution to her (and her cat’s) frustration.

The work was created by former J. Walter Thompson president Barry Krause. His company Suite Partners, Inc, worked in collaboration with  2009 Academy Award-winner Steve Hylén, who came out of semi-retirement to film the ad because it’s a product he believes in.

Created by a former rocket scientist, the CatGenie (www.catgenie.com) is a litter box-replacement that works like a cat box, acts like a toilet, and cleans like a modern washing appliance. Instead of using litter, it uses permanent litter-like granules that never need changing. After a simple do-it-yourself hook up to water and a drain (in a bathroom or laundry room), cat owners never have to scoop, touch, or smell litter again.

The CatGenie ad is slated to run during prime time cable programming, and is targeted for the sensible consumer that invests in other household appliances, such as dishwashers, to make life simpler and cleaner. “No one wants to use paper plates anymore because they are bad for the environment, so why are they still throwing away strip-mined litter, which contributes approximately 8 billion pounds of contaminated waste to landfills every year?” said Steven Yampolsky, president of PetNovations. “With the CatGenie, they can eliminate both the waste and the hassle.”
With its ad, PetNovations is taking on the major cat litter manufacturers like Nestle Purina and Clorox Co., which operate an estimated $1.2 billion market annually. According to a July 2009 report from Datamonitor, litter follows only cat food in leadership of the U.S. cat care industry (14.2% and 80.1%, respectively).

Please let me know if you’d like more information on PetNovations’ new ad, or would like to speak with Barry Krause, Steve Hylén,  or Steven Yampolsky for background on the campaign. I can also provide video and images at your request.

About PetNovations

PetNovations, Inc. makes high-tech pet products to enhance the relationship between pets and pet owners. Its flagship product, the CatGenie, is the world’s only self-flushing, self-washing cat box. PetNovations is based near historic Valley Forge in Norristown, Pennsylvania, and was founded by CEO Tal Gordon. A former rocket scientist and longtime entrepreneur, Tal and his team of engineers created the CatGenie to revolutionize the way pet lovers take care of their cats’ sanitation needs. More information is available at www.catgenie.com.


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