The best pop-up marketing starts with something people already love. Temptations just proved it.
For three days, Sept. 17-19, the cat treat brand ran a free bodega-themed pop-up at 213 Bowery in New York City, handing out treats and merchandise. Guests could try a claw machine and scratch-off tickets and snap photos in a life-sized cat condo “break room.” Comedian and cat mom Heidi Gardner partnered on the launch.
Pop-up marketing works when you borrow the love
Temptations didn’t invent bodega cats. The whole concept sits on the internet’s long-running affection for corner store cats, a meme the brand’s marketers had nothing to do with creating. The emotional work was already done. The brand only had to build a room around it and say thank you.
Why a category leader bought attention
Temptations already calls itself America’s No. 1 cat treat brand, citing 2025 Nielsen sales data. It owns the shelf. A three-day activation in one neighborhood won’t move national volume in any measurable way. That was never the goal. The goal was conversation, content, and earned media, and it got coverage from Patch to MediaPost.
The virtual layer doubled the audience
Most fans will never set foot on the Bowery. From Sept. 17-26, people nationwide could visit a virtual Cat Bodega, play a digital scratch-off game, and gift treats to working cats. One activation served two audiences.
What Arizona brands can borrow
You don’t need Manhattan real estate. You need a local truth people already feel strongly about. Think of the Scottsdale restaurant with a famous patio dog, or the Phoenix hotel bartender regulars ask for by name. Build the moment around that, and the story writes itself.
Proof Publicity concepts activations, PR stunts and events for restaurant and hospitality brands across Arizona. For more on doing this without a massive budget, read How Do You Get More Foot Traffic Without a Big Budget?
Want to talk through your own pop-up idea? Reach out to our team.
