Temptations is America's #1 cat treat brand, but under-indexed with the fastest-growing segment of cat owners: Cat Dads. The brand conducted a study and found that 63% of Americans agree Cat Dads are unfairly stereotyped by society. So to grow the customer base and help inspire more men to become cat owners, the brand had to flip the script on the stereotype and make cat dads… sexy.

We launched the campaign – not with a press release – but with a billboard linking to an open letter to People Magazine, challenging them to consider Cat Dads for their Sexiest Man Alive issue.