Cat's Pride - Breathe Easy: Colors Reveal How They Feel

Cat’s PrideⓇ, the cat litter brand from Oil-Dri Corporation of America (NYSE: ODC) is asking cat owners to look twice, literally, with the launch of “Colors Reveal How They Feel,” the newest extension of the brands' successful Breathe Easy campaign.

The campaign is created by full-service ad agency twoxfour and marks the latest work in the agency’s four-year relationship with Cat's Pride.

The creative expands the ‘strange cat cinematic universe’ twoxfour built for Cat's Pride in 2025, when gigantic, oversized cats served as a larger-than-life metaphor for overwhelming odor and litter maintenance. For this launch, the agency traded scale for color: brightly hued cats, blue and beyond, stand in for the vivid pH-based signals of the new Cat’s Pride litter, turning a subtle health cue into something genuinely impossible to miss.

The flagship spot, “Feeling Blue,” opens on a man on his couch, confused as he studies his cat, only to realize the cat has turned a startling shade of blue. The spot segues into product demonstrations showing exactly how the crystals shift to vivid color as cats use the litter box. Digital executions extend the idea further, featuring brightly colored cats staring directly into camera.

Health-monitoring crystal litter is a growing category, but many existing competitors have underperformed, leaving cat owners with the impression that health-monitoring litter is expensive, confusing, or simply doesn't work as promised. Cat's Pride Health Monitor Crystal Litter was built to change that perception: it pairs vibrant, easy-to-read color-changing pH indicators with the brand's #1 odor control, all at a sub-$20 price point, making it the most accessible health-monitoring crystal litter on the market today.