'Grumpy Cat' gets gig as Friskies spokes-feline

Sept. 18, 2013 at 2:36 PM

ST. LOUIS, Sept. 18 (UPI) -- Missouri's Nestle Purina PetCare announced it has signed Internet celebrity "Grumpy Cat" to serve as its new spokes-feline for the Friskies brand.

The St. Louis company said Tardar Sauce the cat, who became famous online as "Grumpy Cat" due to the seemingly sour expression on her face, will first appear in online promotions and will soon receive a lifetime achievement award at the Friskies Award Show on friskies.com, the St. Louis Post-Dispatch reported Wednesday.

"Enlisting the help of Grumpy Cat allows us to extend our reach to new cat owners," said Shawn Brain, Friskies brand manager. "She, ironically, makes you smile seeing her face, even if you're sick or having a bad day."

Brain said the company is looking at further marketing opportunities for Tardar Sauce, including possible TV spots and print ads.

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