Pretty Litter: The Cat Goddess

With a staggering 10 million views on YouTube, the Pretty Litter advert has clearly struck a chord with its target audience. It doesn’t shy away from a common pet owner problem – the dreaded smelly cat litter. Instead, the video leverages this relatable issue, creating a light-hearted and engaging narrative that resonates with viewers and subtly positions Pretty Litter as the ultimate solution.

This video utilizes a combination of the Problem-Agitate-Solution (PAS) framework to establish the issue and present the product as a remedy.

OBJECTIVES

• To increase brand awareness for Pretty Litter.
• To drive traffic to the PrettyLitter website and encourage purchases.
• To highlight the product’s key benefits, namely odor control, convenience, and health monitoring capabilities.
• To position PrettyLitter as a premium, problem-solving cat litter.

THE HOOK

The video opens with a humorous and unexpected scene: a young woman, looking slightly dishevelled, sits on the floor of her messy kitchen, casually eating cat food from a can. This unexpected and relatable “cat lady” trope instantly grabs the viewer’s attention. It’s a bold and unconventional opening that disrupts expectations and compels viewers to understand the context.

The humour lies in the subversion of the “cat lady” stereotype. The scene suggests a sense of desperation and eccentricity, as if she’s resorted to eating cat food in her chaotic surroundings. This comedic exaggeration sets a lighthearted tone for the advert, making it more memorable and shareable. It’s a light-hearted jab at a common stereotype, making viewers smile and prompting them to continue watching.

WHY IT WORKS

• Humour and Relatability: The advert uses humour to address a common pet owner problem, creating a connection with the target audience. The exaggerated scenario of the man wanting to bring the litter box to bed underscores the product’s effectiveness.
• Clear Value Proposition: The video quickly transitions from the humorous hook to a clear and concise presentation of PrettyLitter’s benefits.
• Visual Storytelling: The video effectively uses visuals to communicate its message. The use of soft pastel colours, a clean aesthetic, and a modern apartment align with the product’s “pretty” branding.
• Social Proof: The testimonial from a real customer reinforces the product’s claims and builds trust with potential customers. The man’s reaction to the lack of odor adds authenticity and credibility.
• Strong Call to Action: The video ends with a clear call to action, prompting viewers to visit the Pretty Litter website and offering a discount code as an incentive.

TAKEAWAYS

• Humour sells: A well-placed dose of humour can make an advert more memorable and shareable.
• Don’t be afraid to be unconventional: A surprising and unconventional hook can be incredibly effective in capturing attention.
• Focus on the benefits: Clearly communicate the benefits of your product or service.
• Use social proof: Testimonials from real customers can be very persuasive.
• Always include a clear call to action: Make it easy for viewers to take the next step.

KEY ELEMENTS

• Introduction (hook): The video starts with a humorous scene of a woman eating cat food in a messy apartment, challenging the “cat lady” stereotype and setting a lighthearted tone.
• Problem statement: The advert quickly establishes the problem – dealing with smelly cat litter.
• Solution (product/service): PrettyLitter is introduced as the solution to this problem, with its key benefits highlighted: odor control, free delivery, and lightweight design.
• Benefits and features: The video further emphasizes PrettyLitter’s advantages, particularly its ability to monitor a cat’s health through colour-changing crystals. This adds a functional and emotional appeal to the product.
• Call to action (CTA): The advert concludes with a clear call to action, urging viewers to visit the PrettyLitter website and use a discount code for their first order.

The video primarily follows the Problem-Agitate-Solution (PAS) framework by:

1. Problem: The problem of smelly cat litter is established through the opening scene and reiterated in later segments.
2. Agitate: The problem is intensified through the humorous exaggeration of the man wanting to bring the litter box to bed and the woman’s initial desperation.
3. Solution: PrettyLitter is presented as the solution, effectively resolving the problem and offering additional benefits.