‘Stepping It Up’ to superior odor control with Fresh Step
By Molly Sun, Brand Experience Lead – Fresh Step, and Katie Garner, Associate Marketing Manager – Fresh Step
As cat parents become nose-blind and simply accept the misconception that litter sometimes smells foul, Fresh Step wants to set the record straight: Basic litter stinks — but you can “Step It Up” and experience superior odor control*.
A new national brand campaign encouraging cat parents to ditch basic litter, will spotlight Fresh Step as the only choice that offers superior odor control*. The brand is on a mission to disrupt odor complacency with a novel approach: leveraging “Litter Critters” (AKA kitty litter particles) as our spokespeople. In the “Step It Up to Superior Odor Control” campaign, these animated personalities will portray the everyday challenges of litter odor, illustrating the need for a superior solution.
It showcases Fresh Step as the best choice for cat owners who want superior odor control compared to competing litter*. The creative assets showcase common scenarios — like a dinner date — where no cat parent wants to think about litter odor. Launching in July, the work includes films that will be featured across national TV, digital platforms and social channels as well as brought to life in audio and print placements.
The campaign will also be featured Aug. 3-5 at CatCon, the largest cat culture convention in the world. Attendees will get to experience superior odor control firsthand with expert guidance from our “Sommelittier.”
Check out our Fresh Step homepage and Instagram for more details on how Fresh Step is the purrfect litter for superior odor control.
*Versus leading value-clumping litter.