Purina Readies $3 Million Tidy Cat Launch

Purina this summer launches Tidy Cats Scoop Small Spaces cat litter with a $3 million campaign.

The litter—an extension of Purina's Tidy Cats line—controls odor in tight quarters, such as a bathroom or utility room. Small Spaces hits store shelves in June.

A sweepstakes breaks in July, awarding four BMW Mini Coopers as grand prizes. Lesser prizes are free jugs of Small Spaces litter (1,000) and coupons (50,000). Neck hangers on 500,000 packages tout the sweeps, which runs through October.

Print ads are slated to run August through December in People, Better Homes & Gardens and Cooking Light, and St. Louis-based Purina will boost total TV and print advertising for Tidy Cats 37%.

A 43 million-circulation FSI for Small Spaces drops in August, with a $1 coupon; Purina plans to run five FSIs for Tidy Cats through yearend, and sample the brand in packages of Purina's Friskies Dry, Fancy Feast Gold and Aquari-Yums cat foods. Purina is a division of Nestlé.

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