The purr-fect direct marketing campaign?

I've been in marketing a long time, and I've seen some great direct marketing campaigns. However, this direct mail campaign for kitty litter, targeting cats, is one of the most creative I've seen.

Talk about a purr-fect setup -- using a cat to get to the owner, by printing your kitty litter offer on catnip-laced paper. 



And according to Rethink Communications, the catnip campaign is working.

Though I wonder if this could be the start of a disturbing new trend. What's next, offers for brownies printed on pot-laced flyers? (Speaking of which....)

In any case, my marketing hat is off to Rethink, for its out-of-the-litter-box thinking.