|Watch a Meow cat sing in the latest commercial.
TV with your pet
According to a company statement, 22% of pet owners watch TV shows that their pets enjoy, so the new first-time program will include visuals that appeal to cats, such as birds, mice and bouncing balls, as well as cat information for owners.
A network has yet to be named for the program. The company was formed in January following Nestle's forced divestiture of the Meow Mix and Alley Cat brands to close its acquisition of
Stepped up efforts
Ralston Purina Co. Since then, Meow Mix has stepped up marketing efforts, awarding its $15 million integrated Meow Mix account to Kirshenbaum Bond & Partners, New York, and in March relaunching its nostalgic campaign featuring a singing cat.
The company on Wednesday kicks off an eight-week Meow TV tour in which it will conduct auditions for the new show's human voices.