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Purina launches Dog Litter E-mail Campaign

Tuesday, August 02, 2005

Nestle Purina PetCare, today, announced it's plans to boost trial use of its Secondnature brand of "doggie litter". The plan centers around e-mail campaign that will go out to 500,000 Purina customers.

Secondnature has been on the market for a few years, but has never been marketed to any large degree. This e-mail campaign represents the first such move. The dog and cat litter market is estimated at $732 million in annual sales, according to Information Resources, though dog litter represents a tiny portion of that figure.

Purina notes that while the trend in dog ownership is getting hotter, the really hot trend is in tiny dogs, like Paris Hilton's chihuahua, a perfect target for dog litter sales.

The e-mail will also include tips and training on how to get your dog to relieve itself on the litter.

1 Comments:

  • I used secondnature dog litter for 7 years and recommended it to everyone. When you changed the product to the smaller pellets my dogs hated it!!!! I now use Gentle Touch Bedding & litter. It is the same size as the (new & improved) second nature, which was suppose to be easier on the dogs paws----NOT! But it is alot cheaper. I have all ages of Chihuahuas. The older ones were litter box trained using second nature (larger pellets) by the time they were 12 weeks old. My question is why you changed something that worked? My little ones are almost 4 months old and they hate the litter. I feel you are not concerned about the little dogs just your profits!

    By Anonymous Anonymous, at 12:04 PM, August 28, 2006  

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