June 23, 2005 02:31 PM US Eastern Timezone
Pet Ecology Brands, Inc. Moves Forward in the Cat Litter Industry
DALLAS--(BUSINESS WIRE)--June 23, 2005--Pet Ecology Brands, Inc. (Pink Sheets:PECB) announced today the preliminary results of their recently initiated marketing campaign featuring the Company\'s innovative cat litter products.
Scoop-Lite(R) Cat Litter was featured in two different television commercials that were aired during the month of May in three separate test markets, including KRON-TV in San Francisco, KDOC-TV in Los Angeles, and KFWD-TV in Dallas/Ft. Worth. Protocol Integrated Direct Marketing, who provided call center and customer support services for the commercials, reported the sales conversion rate was 67%, and the up sell conversion came in at 50%.
The Company also launched its print media campaign for Scientific Professional(TM) Cat Litter in May, beginning with a full-page ad published in the June issue of Pet Product News, a leading monthly business newsmagazine covering the issues and trends affecting all sectors of the professional pet industry. Deborah Evans, Pet Ecology\'s Director of Marketing, stated, \"The response was immediate and very positive. The ad has generated numerous leads and requests for distribution information with product samples.\" Jane Lorenzen, VP/COO for Pet Ecology Brands, reported that the Company is also launching a direct mail program targeting pet stores in select regions, and has additional print ads over the next several months in Pet Product News, and other trade publications. \"Production is underway, we are scheduled to be available for initial shipments in August and are preparing for upcoming retail presentations. We are very excited about the interest level and response we have received to date, and anticipate multiple retail distribution opportunities as a direct result of this campaign.\"
The Company is currently positioning its cat litter brands into two categories, targeting pet stores and veterinarians, and grocery and drug stores. Each brand carries its own distinct qualities, respective to its category, and both brands are positioned for \"Cat Health\" and \"Consumer Convenience.\" The Company is positioning Scientific Professional(TM) Brand exclusively to meet veterinarian and pet store needs, and media campaigns are in progress. Scoop-Lite(R) is currently available for online purchase and home delivery, and direct-to-consumer Internet marketing is ongoing. Additional product branding initiatives for both brands include direct mail, potential catalog distribution, television ads, and print ads in consumer publications and magazines like Cat Fancy, the nation\'s #1 publication for cat owners.
About Pet Ecology Brands, Inc.
Pet Ecology Brands, Inc. has developed a revolutionary patented cat litter that destroys urine odor, clumps, and is earth-friendly. The litter is lightweight and convenient to use (2.5lbs and works like 17.5lbs of clay/sand based products), and is 100% flushable and safe for septic systems. It is completely safe for cats and our environment because it does not contain any sodium bentonite or silica dust, as used in competing brands. The design helps to protect the landfills, and yet does everything that clay litters do ... and more. It has the ability to help indicate certain diseases commonly occurring in cats. The technique used is similar to that found in the application of pH indicator analysis found in Merck\'s Veterinarian Manual, with the essential ingredients comprising part of the litter mix. However, this litter not only warns of possible illness, but may also help indicate how far along the illness may be by the color the litter changes to, thereby providing the pet owner significant additional benefits and an early warning system concerning the cat\'s health.
Safe Harbor Statement
Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995: The statements, other than the statements of historical facts may be deemed to contain forward-looking statements with respect to events, the occurrence of which involves risk and uncertainties, including, without limitation, demand and competition for the company\'s products and services, the availability to the company of adequate financing to support its anticipated activities, the ability of the company to generate cash flow from operations and the ability of the company to manage its operations.
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