PrettyLitter, the brand known for creating the World’s Smartest Cat Litter, has launched a new integrated campaign with brand performance and creative agency Raindrop.
The initiative, titled “Not Just A Pretty Litter,” highlights PrettyLitter’s innovative color-changing crystals, which transform the litter box into an easy way to monitor feline health. The campaign introduces a refreshed design palette and a subtly witty, understated tone, reframing cat litter as a tool that helps owners truly understand their pets.
Designed as an omnichannel platform, the work includes long-form hero videos, shorter spots and numerous static assets spanning owned channels, paid media and organic social.
“Cats aren’t just cuddly, adorable companions—they’re so much more,” said Jacques Spitzer, chief creative officer, Raindrop. “Cat owners already treat their cats like family, so our campaign finds clever, maybe even magical, ways to finally give cats a say in their litter choice. And cats are unanimous—they don’t want gross, clumpy clay litter.”
To bring the concept to life, Raindrop tapped Chipmunk, the iconic feline actor who starred in Hellman’s 2024 Super Bowl “Mayocat” spot. The campaign follows humorous interactions between Chipmunk, here named Claude, and a cat owner as PrettyLitter is introduced—underscoring that cats also have preferences. The work delivers a modern, witty, and stylish take on cat ownership while reinforcing PrettyLitter as the brand that empowers pet parents with actionable health insights.
“The campaign captures the real bond between cats and their humans while staying true to what makes PrettyLitter unique,” said Christina Tasci, VP, Brand & Creative, PrettyLitter. “It’s clever, modern, and unapologetically different—showing how the brand empowers cat parents while celebrating the humor and personality that make cats so charming.”
The creative will run across CTV, YouTube, paid social, and owned channels.
Raindrop, which won PrettyLitter’s business on a project basis in 2024, has a track record of accelerating challenger brands including Grüns, Dr. Squatch, Laundry Sauce, Sprouts Farmers Market, and Worx.
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