(PRESS RELEASE) KNOXVILLE, TN — PetSafe brand, a global leader in pet product solutions, recently launched a comical ad campaign to promote its popular ScoopFree Self-Cleaning Litter Box line and address the guilt that comes from an overdue litter box cleaning. Termed “poocrastination,” the campaign speaks to the shared feeling between cats and their owners that it is past time to scoop the litter box.
PetSafe first introduced the “poocrastination” phenomenon on National Cat Day in 2020, engaging with pet parents everywhere on social media. Cat owners commonly postpone the messy job of scooping out their litter box, and the lighthearted marketing campaign highlights the ScoopFree product line as the best option for eliminating that “poocrastination” shame for good.
PetSafe partnered with Atlanta-based agency, Chemistry, to conceptualize the campaign and drive awareness for “poocrastination” and the ScoopFree line of products. Photo and video assets were developed for the promotion, featuring a cognizant cat and a guilty pet owner who forgot to clean the litter box. The ads encouraged cat parents to upgrade to a ScoopFree Self-Cleaning Litter Box, which automatically rakes away cat litter to eliminate scooping, cleaning and refilling for weeks.
“Pet parents love their cats but cleaning a litter box is no fun for anyone, and we learned from customer feedback that cat owners feel like they’ve let their pet down when they delay scooping,” says Jennifer Marler, PetSafe category manager for Waste Management. “Our ScoopFree Self-Cleaning Litter Boxes eliminate that worry by automatically raking away cat litter. We wanted to give that guilty feeling a name and playfully inspire more pet parents to purchase a ScoopFree, so that is how ‘poocrastination’ came to be.”
The “poocrastination” campaign comes alongside the introduction of the ScoopFree Smart Self-Cleaning Litter Box. Connected to the My PetSafe smartphone app, the latest addition to the ScoopFree Self-Cleaning Litter Box line allows cat parents to monitor their pet’s litter box activity and health from anywhere, anytime. The ScoopFree Smart and original ScoopFree Self-Cleaning Litter Boxes are offered in hooded or non-hooded privacy options and a top-entry alternative.
All PetSafe ScoopFree Self-Cleaning Litter Boxes are available for purchase at petsafe.net and major retailers.