LAST CALL: Coyne's latest PR project is littered withpossibilities

PR is nothing if not a challenging job, especially when the client product involved is somewhat, shall we say, icky?

PR is nothing if not a challenging job, especially when the client product involved is somewhat, shall we say, icky?

Cat litter fits in that category; there is a bit more in those litter boxes besides litter, after all.

But the thought of hyping cat litter didn't deter Coyne Public Relations of Fairfield, NJ, which recently took on Arm & Hammer cat litter as a client. It kicked around a number of PR ideas, such as a contest in which people would search through a giant litter tray for a million-dollar winning "piece, before hitting on a promo called Arm & Hammer's Coolest Cat Tricks Contest.

Coyne will invite contestants to send in videos of their cats doing tricks.

Ten semifinalists will be judged by consumers via a website, with three finalists flown to New York for a final event at the Central Park Zoo.

"Pets make media, says Kevin Lamb, a Coyne AE. That's pets doing tricks, that is, not pets doing, well, whatever pets do in kitty litter. That campaign would just have been a pile of ...

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