Breathe Easy

Cat’s PrideⓇ, the cat litter brand from Oil-Dri Corporation of America (NYSE: ODC), is debuting a fresh new campaign with full-service ad agency partner Two by Four that takes a powerful swing at one of pet ownership’s most awkward realities: litter box care. The Breathe Easy campaign visualizes odor as an oversized cat dominating everyday life, dramatizing the overwhelming presence of both odor and heavy, cumbersome litter, and the instant relief Cat’s Pride’s unique lightweight formula with superior odor control provides.

Shifting away from purely functional messaging, Breathe Easy elevates the brand into emotional storytelling, positioning Cat’s Pride as more than just litter, but as a source of confidence, convenience, and peace of mind. By addressing the “heavy weight” challenges of litter, both the embarrassing odor and the burden of hauling heavy litter, the campaign showcases Cat’s Pride as the lightweight, effective solution that lets cat owners breathe easy.

The creative includes two TV spots, “Groceries” and “Dinner Party,” where giant cats interrupt daily routines until Cat’s Pride’s lightweight litter, which delivers superior instant and long-lasting odor control, “knocks litter care down to size.” The work is supported by digital banners, high-impact digital units, and social activations.

“Cat owners want peace of mind that odor won’t disrupt their home and that litter care won’t feel like a heavy burden,” said Lisa Mak, Vice President of Marketing, Oil-Dri Corporation. “With Breathe Easy, we’re showing that Cat’s Pride delivers superior odor control in a lightweight, easy-to-carry formula so you can focus on enjoying life with your cat.”

“Odor is invisible, but the stress it creates can be overwhelming,” said Adam Von Ohlen, Chief Creative Officer, Two by Four. “By bringing both odor and weight to life as giant cats, we created a fresh, unforgettable way to dramatize Cat’s Pride’s performance and the relief it delivers.”

The campaign marks the first time Cat’s Pride has leaned into a dramatic, metaphor-driven creative approach. By balancing humor and authenticity, Breathe Easy stands out in a crowded, commoditized category where most competitors focus on functional claims.

Cat’s Pride has partnered with Two by Four for three years, and the new work continues the agency’s momentum in creating breakthrough campaigns for challenger brands.