Cat Dads
The challenge
01
TEMPTATIONS is America’s #1 cat treat brand, but under-indexed with the fastest-growing segment of cat owners: Cat Dads. More men than women own cats globally and more than 1 in 6 men plan to get a cat in the future. Yet the brand had not meaningfully connected with this audience.
The solution
02
A TEMPTATIONS study found 63% of Americans agree Cat Dads are unfairly stereotyped by society. PEOPLE Magazine has helped define male desirability for decades. Its annual Sexiest Man Alive issue is a widely recognized cultural marker, making it the ideal institution to challenge this stereotype.
Crossing from pet into pop culture
We worked with PEOPLE to create the inaugural “Sexiest Cat Dad Alive” category. Rather than announce our partnership in a typical way, we launched a campaign publicly challenging PEOPLE to make it official, kicking it off with a Times Square billboard and QR-linked open letter asking, “Where the [Meow] are all the Cat Dads?!”. And we brought in support from proud Cat Dads influencers and paid efforts across social media and high-reaching podcasts.
The impact
03
Giving Cat Dads a movement worth joining
The campaign was a huge success, driving 3.7+ billion impressions, 400k new buyers, and nearly 6% sales growth during the campaign. The poll received a completely earned call out when PEOPLE Magazine declared actor Dave Franco the inaugural “Sexiest Cat Dad Alive” on The Tonight Show with Jimmy Fallon.
