Daniel S. Jaffee
Analyst · Robert Smith
Yes, I mean, you can probably extrapolate. You'd see what we spent in the quarter and we're going to keep divulging it sort of in a retrospective, historic basis. So we're not really going to prospectively talk too much about it. But look, for those who are current investors in the company, here's the bet. The bet is that this category needs to lighten up. The consumer wants a lighter product. So you got to ask yourself, do I think consumers want a heavier -- if performance and price are the same, do I think a consumer wants a heavier product, a same weight or a lighter product? I think, if you talk to most cat litters and tell them, "I can get you a cat litter with the same performance as you're currently getting at the same prices you're currently paying and I can lighten it up," they're going to be ecstatic but you got to come to your own conclusion. Then you've got to talk about the trade. Does the trade want to do anything from an environmental standpoint. Right now, we're waiting out on trucks. So that means we're shipping a lot of air with every truckload because we hit that 44,750 pounds. So by having 25% lighter product, we can actually put 22% more units on every truckload, which ultimately, if the whole category were to switch, would result in a 22%-ish reduction in greenhouse gas emissions and carbon footprint impact from cat litter. So our bet is that the trade is interested. Lo and behold, they've been very interested in our story and they understand we're the calcium bentonite guys. We got to get the dominoes flipping. But hopefully, the whole category switches. So it took Lever and P&G $110 million to communicate the change in liquid detergent, and our goal is not to spend anywhere near as much as they spent but to ride on that equity that they've really educated a lot of consumers about the benefits that something smaller and lighter could actually be equal to or better than something that they used to be getting. And that transition has been universal in liquid detergent. And really, we're riding in their wake. And when we did the in-home use test and the focus groups and the segmentation study, it was clear that consumers got it now that they had already made the switch in liquid detergent. But prior to that, I can tell you, I spent the first 20 years in my career trying to sell our light density, and it was so confounding and frustrating because the consumer had been conditioned to believe price per pound, the cheaper I pay per pound, the better my value. So you could ultimately put lead shavings in the cat litter and give them a jug that was the size of a thimble and obviously, at that extreme nature, they would figure out they're getting ripped off. But the Department of Weights and Measures is basically telling manufacturers densify, go heavier because we're telling you it's better to have a cheaper price per pound in the eyes of the consumer than it is to give them a better product at a lower price per use or price per load like liquid detergents. So Steven [ph], I know, I've probably digressed off the original question, but I think it's important for investors if they're assessing, "Okay, well what's in it for Oil-Dri? Do they need a 25 share for this thing to succeed?" And the answer is we really don't. What we need to make this a huge success is to have the dominoes start falling. So that then a Wal-Mart would say, "I don't just want a brand, I also want my Special Kitty to be light. Can you guys do that for me?" And of course, we would love to do it. That's been our proposition all along. We do brand. We do private label. We do co-pack. We would love to manufacture for other of our competitors to the extent they would want to buy our light density mineral, which has been proven 50 years as the cat litter mineral of choice, and it's only drawback was it didn't clump, hence sodium bentonite, which does clump. But you put the 2 together in the right ratios and the right blend, and you really get the best cat litter. So I know I sound like a cat litter commercial, but that's really why my family and I and the rest of the company are putting so much behind this.