If someone hasn’t changed the litter box it speaks for itself, so OdourLock MaxCare is emphasizing the importance of listening to your pet with a “talking” product.

With an assist from agency partner Pigeon, the Intersand Group brand is launching litter with a casual pet home-video campaign approach where cats seek their parent’s attention, and the caption “cats talk about everything except their health.”

The recently introduced OdourLock MaxCare litter incorporates Blücare granules, a patented technology that detects early signs of urinary tract diseases and feline diabetes. As the campaign creative reveals, “if it’s blue, Leo might be sick.”

Pigeon creative director Jean-François Béliveau explains that cat owners are used to hearing their pets meow for everything and nothing.

“That’s what we wanted to leverage – the meows and multiple requests from our feline friends, because it’s something real, sometimes funny and even endearing,” Béliveau says, adding that it’s an authentic approach people can empathize, laugh and identify with.

The strategic and creative team wanted to demonstrate the importance of listening to animals to prevent diseases that can seriously affect their health. It’s informed by the insight that many cats develop feline diseases without showing any obvious visible signs.

This is the first 360 campaign by the brand, with a new product offer, new look and added value for consumers on market.

Intersand, which is based in Boucherville, rolled out media deployment sequentially, starting with Quebec in the fall of 2023, then continuing in other Canadian provinces afterward. The English Canada campaign launched in April 2024 and will continue throughout the next few months. This allows the brand to gain insights, validate ROI and make certain adjustments to the media mix to maximize performance.

As Béliveau tells strategy, the campaign primarily aimed to promote this new product, and to achieve this, buy partner Espace M focused on digital media (social media, online video, Netflix and Reddit) where it’s often possible to precisely reach pet parents or to appear in contextually relevant environments. In collaboration with partner Franchir, a list of influencers was compiled to trial the product as well.

The media shop also aimed to demonstrate the product’s effectiveness and its advantages, for example, optimizing social media campaigns with the goal of directing maximum traffic to blog articles about cats.

Point of purchase was done directly between Intersand and adapted to different pet supplies stores, where the Odourlock product has about 1,000 retail touchpoints nationally.

Pigeon was selected as agency partner in 2022 and started working on brand strategy and the design ecosystem for different markets.