We turned cat sh*t into a national phenomenon.




Consumer goods


Strategy Advertising Performance Marketing Social Media

The cat litter category kind of stinks. Every brand’s message is based on humans’ needs, so we looked at litter through the eyes of a cat.

Our award-winning work featuring a 6'3" confrontational spokescat turned the category on its head. Product sales leaped by 600% and velocity at retail doubled. There was tons of media coverage, including a spotlight in The New York Times.


increase in retail velocity


sales lift YoY


store shelves (from zero)

Advert execution with Rufus the cat holding a box of cat litter. The ad reads "This cat litter doesn't make me hack up a lung"

“Rufus makes Morris the cat seem like a feline version of Mother Teresa.”

The New York Times
Rufus the cat on vacation, at a beach, with his two owners
Rufus the cat posed in front of print of an ancient Egyptian statue of a cat
Advert execution reading "Genius. Internet star. Cat litter expert." next to Rufus and the okocat logo

Traction is a new breed of marketing agency and consultancy—a marketing accelerator for brands and their in-house teams.

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