Litter Genie Announces New Brand Campaign Featuring ‘Winston the Cat’

The makers of Diaper Genie introduce the 3-step Litter Genie Easy Roll litter disposal system in its new US-based media campaign.

Since arriving on the scene in 2012, Litter Genie has been the No. 1 cat litter pail in the United States. Litter Genie has quickly become the hassle-free compact cat litter disposal system. Since launch, Litter Genie has been closing the lid on cat odors in homes with its unique air-tight design and multi-layer refill bags with odor barrier technology that locks away undesirable smells.

The new Litter Genie #LitterallyGenius commercial stars Winston the grumpy cat. Despite the fact that he thinks his owners are generally incompetent, Winston begins to fall in love with his new litter disposal pail. Litter Genie^® – It’s Literally Genius!

“We are excited to announce the launch of our latest Litter Genie campaign, in conjunction with distribution expansion in both Canada and the US,” said Lina Racaniello, VP Global Marketing at Angelcare Group. “Our Genie brand has been a leader in odor control for years and this is one of the many investments we are making to expand the brand family into new segments.”

Campaign highlights will be visible through the brand’s social channels (Instagram, Facebook, TikTok) from Feb. 13 through May 2023. The 2-part commercials will air in the US on cable and digital TV services and drive traffic to Litter Genie, as well as to a variety of mass, e-commerce and specialty retailers.

Beyond the new ‘Winston’ campaign, Litter Genie is expanding distribution in Canada and the US with its new Easy Roll product range. Compared to the Litter Genie Pail, Litter Genie Easy Roll makes litter box cleanup even quicker than before with easy-to-use, perforated bags loaded from the bottom of the pail. The Litter Genie Easy Roll pail is made from 99 percent recycled plastic and the Easy Roll refill has been designed to be 3 times longer lasting than the current square refill.

The product range includes:

• LITTER GENIE EASY ROLL PAIL approximately $39.99 USD / $39.99 – 44.99 CAD – A hassle-free compact cat litter disposal system that locks away odors and germs.
• LITTER GENIE EASY ROLL REFILL approximately $22.99 USD / $22.99 – 25.99 CAD – Easy Roll long-lasting refill uses 80 percent less plastic versus the current square refill (one Easy Roll refill vs. three square refills).

Litter Genie Easy Roll and other Litter Genie products are sold in the US in all major retailers and pet specialty stores such as Target.com, Walmart.com, Amazon.com, PetSmart, PetCo and Pet Supplies Plus. Litter Genie Easy Roll is also available in key Canadian pet retailers, including Pet Valu, Ren’s Pets, Mondou, Amazon.ca and other retailers where pet products are sold.