Cat Dads

TEMPTATIONS identified a fast-growing but overlooked audience: Cat Dads. To help grow the brand with men who were underrepresented in culture and under-indexed in the category, we challenged one of pop culture’s biggest arbiters of male desirability, PEOPLE Magazine, to finally recognize them. What followed turned a cat treat brand into the force behind PEOPLE’s first-ever “Sexiest Cat Dad Alive”, and TEMPTATIONS saw an increase in sales, purchase intent and brand voice against key competitors.