Temptations Treats under-indexed with the fastest-growing segment of cat owners: Cat Dads. So when we found that 63% of Americans believe cat dads are unfairly stereotyped, we turned to the magazine that’s helped define male desirability for decades. We worked with PEOPLE to create the inaugural “Sexiest Cat Dad Alive” category.

Rather than announce our partnership in a typical way, we launched a campaign publicly challenging PEOPLE to make it official, kicking it off with a Times Square billboard and QR-linked open letter asking, “Where the [Meow] are all the Cat Dads?!”. The poll received a completely earned call out when PEOPLE Magazine declared actor Dave Franco the inaugural “Sexiest Cat Dad Alive” on The Tonight Show with Jimmy Fallon.

3B+ impressions

900+ media placements including a feature on The Tonight Show with Jimmy Fallon, People, E! News, AdAge, and more.

400k new buyers and 6% sales growth

Stole 18% share of voice from top competitors

Drove 31% increase in “cat dad” searches in first month