Not Just A Pretty Litter

PrettyLitter, the brand known for creating the World’s Smartest Cat Litter has launched an integrated advertising campaign with brand performance and creative agency, Raindrop. The campaign highlights PrettyLitter’s color-changing crystals, which turn the litter box into a simple, effective way to monitor your cats’ health.

Titled “Not Just A Pretty Litter,” the campaign introduces a fresh design palette and a subtly witty, understated tone to reframe the conversation around cat litter —showing that PrettyLitter is the only brand that helps owners truly understand their cats. Built as an omnichannel platform, it is designed for year-round deployment across multiple touchpoints, including hero videos in two-minute at :60 executions, four :15 spots, and numerous static assets for owned channels as well as paid and organic social media.

“Cats aren’t just cuddly, adorable, sometimes-needy companions who demand our constant attention. They’re so much more,” said Jacques Spitzer, Chief Creative Officer, Raindrop. “Cat owners already treat their cats like one of the 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 do not want gross, clumpy, messy clay litter.”

Raindrop recruited the iconic cat actor Chipmunk, star of Hellman’s 2024 Super Bowl “Mayocat” spot, to bring the campaign to life. Set in a mid-century-inspired home, the videos follow a cat owner humorously interacting with Chipmunk as PrettyLitter is introduced—demonstrating that cats, too, have a say in their litter. The campaign delivers a modern, witty, and stylish perspective on cat ownership, emphasizing the bond between cats and their humans and reinforcing PrettyLitter as the litter 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 from anything else in the category. Working with Raindrop let us bring PrettyLitter to life in a way that feels relatable and surprising—showing how the brand empowers cat parents while celebrating the humor and personality that make cats so charming.”

The creative work will appear across CTV/YouTube and paid social.

Raindrop won the PrettyLitter business on a project basis in 2024. The agency has helped supercharge challenger brands such as Grüns, the adult nutrition brand that offers superfood gummies; Dr. Squatch, the personal care brand for men; Laundry Sauce, a high-design, fragrance-forward detergent; Sprouts Farmers Market; and WORX, a line of power tools and lawn and garden equipment. To learn more: https://raindrop.agency/