When the concept was presented, the line "toss me that litter" immediately came to mind and, in the spirit of litter, everything flowed from there. After the spot premiered the line started trending on Twitter. Sales were heavy duty, making Lightweight
Purina's most successful brand launch to date.
At the briefing they kept reinforcing the importance of the ingredient combination: "cedar, pine and corn," which sounded like
the name of a folk band. After creating one and writing their songs, everyone cheered as Pure Nature became a sweet smelling success,