According to "Sea Kitten Facts" on its Web site, fish feel pain and affection, they enjoy being petted and they communicate with one another. "Who could possibly want to put a hook through a sea kitten?"
The rebranding strategy is similar to that used by the organization when it referred to McDonald's as "McCruelty" and Burger King as "Murder King."
The sea kitten campaign Web site, which targets children with cartoon-like illustrations and under-the-sea sound effects, includes a petition to the U.S.
