(1888PressRelease)
May 15, 2007 - “The Feline Pine brand is really coming into its own. The systematic re-branding was led by over a year’s worth of data mining and extensive consumer research,” said Ken Simard, President and CEO. “We are the market leader in alternative, healthy cat litter but much of our target market has yet to be reached.”
Nature’s Earth employed Concentric Marketing of Charlotte, NC to help grow the healthy litter product, Feline Pine. A Website overhaul was launched this year along with TV commercials running on 9 national cable networks. The commercials feature talent on the streets of San Francisco and Atlanta asking people “What’s in Your Litter Box?” The tag line is part of the company’s key messaging strategy and communicates its dedication to delivering products that help families and pets live a more natural, healthy lifestyle. Nature’s Earth is the first pet company in the market’s 60 yr. history to tell people what’s in their cat litter with a unique nutrition-like side panel listing ingredients.
“Feline Pine consumers are highly educated and environmentally savvy,” said Dan Henderson, Feline Pine Brand Manager. “New positioning was needed for the brand to emphasize what is most important to our consumers: a clean, healthy home environment and the health of their family and pets. We are communicating with our consumers on a much more sophisticated level.”
Marketing plans for the 2007/2008 year include broadcast media, trade and consumer print, account specific marketing, and online initiates including ads, a blog and targeted email marketing.
About Nature's Earth Products, Inc.:
Nature’s Earth is a leading provider of alternative pet products, offering cat litter and pet bedding. The company is committed to providing all natural pet products that are free of chemical additives so your family can live a more natural lifestyle. Nature’s Earth ensures the health of your pet, your home and our environment. For more information, visit www.naturesearth.com or call (800) 749-7463.
View the Feline Pine commercials: http://www.youtube.com/watch?v=Gk45DnGoNnE
View the Feline Pine Sponsored blog, This GREEN Life: http://thisgreenlife.wordpress.com
View the new Feline Pine website: http://www.naturesearth.com
###
