Hence cat litter advertising has always, so to speak, pussyfooted around the, er, issue with expressions like “litter box odor.”
But now, Arm & Hammer hopes to cut the crap with new commercials for its Multi-Cat and Super Scoop brands. “Your litter may control urine odor,” says a perky voice, “but what about feces?”
Arm & Hammer’s new wording may indeed be an act of courage. While use of “poop” and “pee” would hardly draw notice in programming, the terms would very likely draw complaints if used in a commercial.
Mind you, I have my limits. I’m not for defaulting to the worst vernacular. On the other hand, I have never known a cat owner to talk about “litter box odor,” nor have I known one to complain of “urine and feces odor.” At their most tactful, they wave a hand in front of their nose and say, “Whoa, the cat box stinks.” Often they are less demure. For that matter, I wonder how many consumers even know the word “feces.”