Morris the finicky cat, famous for his role in 9-Lives cat food commercials, is expanding his sales pitch to a new credit card that benefits animal shelters and humane societies.
The grumpy orange tabby, who in a previous incarnation began selling 9- Lives in 1969, will lend his image to the new Morris MasterCard, which, depending on spending, could donate about $12 per active account each year to an animal group in the cardholder's state.
The card, issued by First Financial Bank of Stevens Point, Wis., in conjunction with Heinz Pet Products and National Affinity Cards, will begin testing acceptance in Illinois, Wisconsin, and Colorado. The no-fee card comes with a 12.9% introductory rate, which jumps to 8.9% over prime after one year. First Financial Bank has 500,000 accounts and $250 million in outstandings.
The pilot coincides with the introduction of the new Morris, replacing Morris II, who retired after a 15-year-run on the screen.
The young tabby had his debut on "Good Morning America" last Friday, and will be making personal appearances at humane societies in Chicago, Denver, and Milwaukee. Heinz is promoting the credit card with each live engagement.
The Morris MasterCard will also be hawked through direct mail, print, and broadcast media as well as take-ones in humane societies, bank branches, and supermarkets that sell 9-Lives.
Although industry consultants scoffed at the idea of a cat selling cards, Val J. Glytas, senior vice president of First Financial said, "They're underestimating peoples' love for animals."
Still, Mr. Glytas said, the launch is a test. A national rollout will take place only if the pilot is a success, garnering at least 25,000 consumers by the end of the year.
One consultant predicted a mere 500 cards, but Mr. Glytas said, "Animal lovers may have a different attitude than consultants, whose only concern is dollars and cents." He pointed out that there are nine million cat owners in the country.
"I wouldn't want to earn my living off that product," said Don Berman, president of Cardholder Management Services, a company that manages credit card portfolios for banks and retailers. He said that, historically, charitable cards haven't been successful. "There would have to be a very strong emotional bond between cat lovers and Morris to make this card a winner."
Anita Boomstein, partner at New York law firm Hughes Hubbard & Reed, said she worked on many charitable cards, such as the Heart Association and Cancer Association offerings in the 1980s, without much success.
"Charitable cards are not as appealing as some of the other reward cards, where the cardholder gets something back." She added, "I don't think Morris will make a difference. People have too many choices."
Even so, Mr. Glytas remained undaunted. "This card is different from other charity-type programs because it is supported by a major producer of pet foods. Morris is a personality."
He also said the card would eventually offer consumers discounts on cat food and related products. "A can of cat food is 35 cents. It's not like buying a tank of gas for $20," but the card could be appealing to cat owners.
Mr. Glytas mentioned that Heinz is spending millions to promote the third Morris and his MasterCard, hiring J. Walter Thompson, a major advertising company, and the Edelman public relations firm to support its mission.
