The DTC Dog market is a good one to be in.

But don’t forget just how much people spend on their CATS too.

That’s why we broke down DTC Cat Market Powerhouse KittySupps full funnel this week.

The full teardown inside Funnel of the Week Members Area has the complete offer stack, the OTO prices, the persona page list, every winning angle with its runtime, and the exact moves you can copy into your own brand.

👉 Already a Funnel of the Week member? Go here to see it inside the Members Area

👉 Not yet a Funnel of the Week Member? Go here to get access

Let’s check out the funnel + some top takeaways you can apply to your own funnels today…

Here is how the machine works, and where it leaks.

Open the KittySupps taurine page, and there is almost nothing to it. A headline, a rating, a buy box with three price tiers, a few reviews. No mechanism explainer, no science section, no video on the site itself.

That is deliberate. When the ad does the convincing, the page only has to close. Their SimilarWeb profile backs it up, a 45.84% bounce rate and 2.9 pages per visit on what is effectively a one product store, which means people arrive already sold and are just choosing a quantity.

If your creative is carrying the belief shift, a heavier page can actually get in the way.

This is the part worth stealing. KittySupps does not run its ads from one brand page. It runs them from more than a dozen different pages, at least sixteen in all, and almost none of them look like a brand. Individual cat moms like Anna Rodriguez, a 74-year-old retired shelter vet named Susan Davis, animal rescues, a cat magazine, even a feline health study.

The number tells the story on its own. The official KittySupps page shows about 77 active ads in the US. Count every persona page across all countries, and you are looking at roughly 3,200. Same funnel, many faces.

It lets them match a persona to an avatar, spread platform risk so no single ban takes down the business, and make the ads feel like personal stories rather than advertising.

Every one of those pages runs the same thing, a long form story ad, screenshots of text that read like a confession, not a promo. The strongest ones open on a symptom you can check right now and end on a cat that came back to life.

Taurine is a commodity. Anyone can sell it. KittySupps solved that with two moves every direct response marketer should recognize.

First, a named mechanism. They call the problem the Taurine Blockade, the claim being that processed and grain free food quietly blocks taurine absorption and slowly starves the cat from the inside. It does not matter that it is simplified. A named mechanism turns buy taurine into fix the hidden cause, which is a reason to buy from them specifically.

Second, a named enemy. Almost every ad attacks Amazon: we sent 8 taurine supplements to an independent lab, all 8 failed, and we don't sell on Amazon, anything you find there is not us. They know a curious buyer's next move is to search Amazon for something cheaper, so they poison that channel in advance with fakes and contamination.

The single sharpest line in the whole funnel handles the biggest objection the same way. Taurine deficiency, they say, looks identical to thyroid disease, kidney failure, and old age, which quietly explains away why the vet supposedly missed it.

You cannot run thousands of long form story ads and five minute VSLs the old way. KittySupps appears to be built on AI creative, AI avatars playing cat moms, AI vets delivering the science, even a fully animated five minute VSL set to sad music.

That is the real unlock behind the ad count. Atria shows 779 ads live in the last 30 days, 406 of them brand new, an 83% jump, so they are scaling right now. And they cover every awareness level at once, unaware owners get educated, owners already buying taurine get told theirs is fake, grieving owners get the stories. The longest running headline of all, Loki Died At 6, ran for 127 days across 77 ads. Emotion wins the runtime.

One caution worth saying out loud, because it is the flip side of the lesson. Fake vets and doctors carry real FTC and platform exposure. If you borrow this playbook, the disclaimers are not optional.

For all the front end firepower, the back end caps it. On Trustpilot they sit at 3.7 stars across more than 1,000 reviews, with 27% at one star, and based on those reviews the product appears to ship from China to an audience that is 77% United States. A lot of the complaints are slow shipping and orders never arriving.

The upsells leak too. After checkout there are three one time offers, but they are bare product plus a discount with no reason why. On a funnel that just proved this audience will read a two thousand word story ad, a short explainer on each offer would almost certainly lift take rate.

Small moves from the funnel that travel to any niche:

Strip away the cats and the taurine and you are left with the real lesson. KittySupps took a proven human direct response playbook, the deficiency and hidden cause story, and pointed it at an audience that had never seen it, cat owners.

A winning structure often transfers straight into a brand new vertical. The store can stay simple. The mechanism, the enemy, and the faces are what do the work.

The full teardown inside Funnel of the Week Members Area has the complete offer stack, the OTO prices, the persona page list, every winning angle with its runtime, and the exact moves you can copy into your own brand.

👉 Already a Funnel of the Week member? Go here to see it inside the Members Area

👉 Not yet a Funnel of the Week Member? Go here to get access

Have a great week!

The Funnel of the Week Team

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

…And we add new funnel breakdowns & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

If you’re not yet inside the Members Area? Go here to learn more about Funnel of the Week & get access.

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

Check it out. We’re doing a special “early bird” price for access for a limited time.

And if you want great funnel insights delivered to your email inbox, multiple times per week? Go here to sign up for our Funnel of the Week email newsletter (it’s free) funneloftheweek.com