The Plan: Create Demand. Save Cats. Grow the Category.
Get Paired Up & Get Your Cat a Cat
Over 500,000 shelter cats are euthanized every year in the U.S.—many of them kittens.
Roughly 100,000 more are returned after being adopted, often because new cat parents feel unprepared, overwhelmed, or unsupported.
That’s not a marketing problem.
That’s a demand problem.
And solving it is what we do best.
At the Brand Identity Center for Cat Marketers, we use brand strategy to drive adoption, reduce returns, and increase the joy—and sustainability—of cat parenthood.
Our Core Campaigns
Get Paired Up
Because two cats are better than one.
This initiative encourages people to adopt two cats from the start.
Not as an upsell. As a mindset.
Because cats thrive in pairs. Because shelters are overwhelmed.
And because two cats means twice the love—and twice the brand opportunity.
We normalize the 2-cat household by showing it’s doable, affordable, and joyful—with the right products, messaging, and support.
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Get Your Cat a Cat
Because your first cat shouldn’t be your last.
Built on the insight that if just 2% of people with a cat adopted a second, our shelters could be nearly empty.
That’s the power of demand creation.
This campaign reframes second-cat adoption as a natural next step—not a burden.
We equip brands to champion this movement and become part of the solution, while expanding their customer base and product usage in the process.
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