Paws-itive ‘presidential campaigns’ spotlight charitable causes

They say politics is a dog-eat-dog world, but don’t count out America’s felines. They’re throwing their paws in the ring too.

Elections are a time of increased engagement and strong emotions, allowing brands to connect with audiences on issues that resonate personally. Which is why two companies may have decided to use this year’s U.S. presidential election to highlight charitable causes they support.

Politics can get sticky and icky, and it’s usually best to have your brand steer clear of that briar patch. There are always exceptions to the rule. Below are two examples of how companies used election-related marketing to showcase a brand’s values while supporting their cherished causes.

Morris: Fourth time’s the charm!

Morris, the legendary 9Lives spokescat, announced last summer that he’s once again running for president of the United States. He has already run for president on three separate occasions, in 1988, 1992 and 2012. Morris believes that meow is the time to bring his presidential hopes back into the spotlight and put renewed focus on the importance of pet adoption.

As a bona fide rescue cat success story himself, Morris is an advo-cat for pets in need. 

“Since becoming the 9Lives spokescat in 1968, my true purrrrr-pose in life has been to promote cat adoption and make it easier for humans to give cats a comfortable life with plenty of tasty, nutritious food,” said Morris the Cat. “I was a shelter cat myself before my rise to stardom. As president, I won’t quit until every cat out there is living the good life.”

Morris just announced his running mate after a nationwide search: Oscar. Oscar was selected after a 9Lives marketing campaign which helped put a spotlight on pet adoption. Oscar’s nominator said, “Oscar is ready to tackle all issues that any vice president may be confronted with…. from choosing the best toys to play with and finding the best nap locations to working well with others. He also has the presidential purr down!”

Oscar’s family was able to select which shelter will receive a donation from 9Lives. They selected Humane Society of Huron Valley in Ann Arbor, Michigan, which will receive $35,000 on Election Day.

Selected as Morris’ VP candidate, Oscar’s family was able to choose which shelter received a donation from 9Lives.9Lives

Resilient rescue Rocky: Wag more, bark less

Rocky, a mixed-breed former stray turned service-dog-in-training at K9s For Warriors, is also throwing his paws in the 2024 presidential race as part of an initiative to highlight the essential role of service dogs. This true underdog story underscores the impact service dogs have on the lives of their handlers.    

From stray to statesman: Rocky runs for president.K9s For WarriorsRocky’s journey from stray to presidential candidate began in January when Bradford County Animal Services in Florida found him wandering the streets. While he had a temporary home at the shelter, Rocky was at risk of being put down, which is unfortunately the reality many shelter dogs across the country face.

Rocky was originally called Slider because he didn’t quite know how to walk on a leash. He would instead slide across the floor. Despite his challenging start, Rocky quickly learned to trust and won the hearts of everyone with his sweet and loving nature. His paws-itive demeanor shined through, leading SAFE Animal Shelter in Middleburg, Florida, to take him in, saving him from potential euthanasia.

On that same day, K9s For Warriors, a national provider of service dogs for veterans with invisible war wounds, saw Rocky’s potential and brought him in to train for his new purpose: saving a veteran’s life.

While at K9s, it was apparent he was destined for something greater, noted his trainers. His stoic and goofy yet confident personality made him the ideal presidential candidate. He is proof that no matter where you come from, you can make a paws-itive impact in the lives of others.

“Rocky’s story is one of resilience, hope and the indomitable spirit of second chances,” said Joe, Rocky’s trainer. “He embodies values like loyalty, courage and unwavering love.”

Dan Bean, CEO of K9s For Warriors, said a service dog provides the unconditional love, support and kindness this country needs. “Rocky is the perfect symbol of hope for Americans, especially those who have served. He will raise awareness about service dogs and how they are proven to help struggling veterans. Rocky is ready to lead with a wag and a woof.”

Sparkling Ice, the sponsor of Rocky’s presidential campaign, noted Rocky’s candidacy is a great reminder of the important work that service dogs do in communities across America every single day.

“By training rescue dogs to be service animals for veterans in need, K9s For Warriors is saving lives at both ends of the leash,” said Veronica Blankenship, chief people and communications officer at Talking Rain Beverage Company, the makers of Sparkling Ice. “Talking Rain supports Rocky’s promise to wag more and bark less and our joint commitment to wellness, community and inclusivity.”