PetSmart has expanded its exclusive ED Ellen DeGeneres line twice in the past two months.
On Aug. 12, the specialty chain introduced more than a dozen items for cats including toys, scratchers and beds at its booth at CatCon in Pasadena, CA.
“We recreated our top-selling ED dog ideas – like bandana collars, toy bins and beds – to appeal specifically to cats and their pet parents," PetSmart chief customer experience officer Eran Cohen said in a media release. "These products represent Ellen's distinct design aesthetic in a way even the most discerning cats and their pet parents will love.”
PetSmart posted a live Facebook video that day starring feline Instagram celebrities Nala, Coffee and Luna Rose that plugged the line and the retailer's "Buy a Bag, Give a Meal" cause campaign. The retailer also went live from Nala's Instagram page the same day to cover the same topics. Andy Zenor from The Ellen DeGeneres Show also attended CatCon to film a promotional video that DeGeneres and PetSmart shared on Facebook.
The line rolled out to stores that week and was merchandised on dedicated endcaps. A full-page feature in the retailer's Aug. 28 circular, an Aug. 21 email blast, and updates on Facebook, Twitter, and Instagram supported the launch.
The following month, PetSmart used a Sept. 11 email blast to introduce the ED Ellen DeGeneres Varsity Fashion Collection for the back-to-college season with a line of themed apparel, harnesses, collars, toys and bedding for dogs. The same email and a feature in the retailer's Oct. 2 circular also continued to promote the cat collection.