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The cat litter "Pi-Pi Bent" became the "Brand of the Year" according to the prestigious international award "World Branding Awards"

10 july 2017
The cat litter "Pi-Pi Bent" became the "Brand of the Year" according to the prestigious international award "World Branding Awards"

On June 21 in Vienna in the former residence of the Austrian monarchy in the Hofburg Palace, brands that achieved high results in the field of animal products were awarded the prestigious award "World Branding Awards. Animalis edition" and received the title "Brand of the Year".

"World Branding Awards" is an international award of the British non-profit organization "World Branding Forum". The main goal of the organization is to raise branding standards around the world. The award has already received the status of annual, but this year for the first time the award was given to brands that represent products for animals.

The cat litter "Pi-Pi Bent" became the only Russian brand that own the award "Brand of the Year" in the category "Cat litters". "Pi-Pi Bent" was noted by experts along with such world giants of pet business as "Animal Planet", "Hills Prescription Diet", "Orijen", "Pedigree", "Purina ProPlan" and "Tetra".

In all 92 pet brands from 35 countries were awarded "World Branding Awards. Animalis edition". The winners received a commemorative reward with gilding, that used 24-carat gold.


Awarding the "Brand of the Year". On the photo: Savin Ivan, Sales Director of the company LLC "Leading" (left) and Stuart Freeman, Austrian actor and radio host Radio FM4.

Russian brands first took part in this ceremony in 2016. Then the award was given to such Russian companies as "Gazprom", "Imperial Porcelain", "Smolensky Crystal", "Lukoil", "MTS", "Rosgosstrakh", "Russkoye More" and "Sberbank".

The unique procedure for determining winners is based on three criteria: brand value, product market research and on-line voting among consumers. It is the opinion of consumers that makes up 70% of the total result. This year, more than 60,000 customers from various corners of the Planet participated in an online survey, which made the award truly international and independent.

For many years our company has been one of the leaders in the production of high-quality cat litters on the Russian market. To be marked at such a high international level is a great achievement and a huge step forward. Cat litter "Pi-Pi-Bent" has become a national winner, which once again confirmed its status of the number one cat litter in Russia!*

The general director of the company LLC "Leading®" Saburova Larisa:

"For us the "World Branding Awards" is another independent confirmation of the high level of consumer confidence in our brand "Pi-Pi Bent". Receiving the award at the international level largely depended on the loyal attitude of our customers and their willingness to use our products. Therefore, we are constantly working to ensure that our cat litters are reliable assistants for owners in the pet care.

I express gratitude to all the staff and partners of our company. Together we strive to build our work efficiently, set and achieve ambitious goals, due to which we get high ratings of our consumers.

Being among the best world brands for us is a great honor and pride for our work, but also no less a responsibility to our customers! "

About the World Branding Forum

The World Branding Forum (WBF) is a registered international non-profit organization. The purpose of his activity is to improve the standards of brand management for the benefit of the industry and consumers. WBF produces implements and supports a wide range of programs dedicated to research, development, education, promotion and information activities. For more information, visit

About the World Branding Awards

The international brand management award "The World Branding Awards" is the first award of the non-profit World Branding Forum, which celebrates the success of the worlds best brands. The award has three main levels: a global award is given to international brands, a regional premium to brands operating in the territory of a geographic region, and a national award is given to brands widely known in the countries of origin. For more information, visit

* Pi-Pi Bent is on the first place in terms of value and quantity in the segment of clumping cat litters excluding private brands of retail chains. LLC Leading® calculations are based in part on the data contained in Nielsens retail audit reports under the category Cat Litters in the segment of clumping cat litters for 2016. Without taking into account private brands, in relation to the market of the Russian Federation. Valid 09/02/2017. (© 2017, LLC "A.C. NIELSEN").