Fresh Step celebrates cat obsession
Fresh Step is reintroducing itself with a bold new campaign celebrating cat obsession.
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Cat owners are often labeled as over-the-top or eccentric, but what others call crazy is just uninhibited, unapologetic, love. Fresh Step is reintroducing itself with a full brand relaunch that celebrates exactly that: a shared obsession with cats.
The 360° relaunch kicks off with a fully integrated campaign titled Is it crazy, or is it love? reframing the habits of devoted cat parents as what they truly are: unbridled affection. The campaign showcases extreme and sometimes highly particular behaviours from cat owners and from Fresh Step itself, illustrating that the same passion driving cat parents is what fuels Fresh Step to create cat litter that meets impossibly high standards.
Developed in partnership with BBDO Chicago, the campaign highlights Fresh Step’s full brand relaunch through stories that cat owners know all too well: a cat parent sporting a ‘cattoo,’ or another whose love for her cats has taken over her entire living space.
“Cat owners often get a bad rap, almost as bad as cat litter itself, this campaign shows that while there are many litter options on the market, none are as dedicated to your cat as Fresh Step.”
The integrated campaign spans TV, TVE, CTV, OLV, social, print, website, retail, brand activations, and branded content, ensuring every touchpoint showcases the brand’s commitment to to enhancing the relationship between cats and their owners.
“We wanted to reclaim the type of love that cat owners have for their pets. Although we ask the question, “Is it crazy or is it love?” we KNOW the answer,” said John Fiebke, EVP, Head of Copy. “Anybody who has ever loved a cat knows that our obsession for them isn’t crazy, and by saying that, Fresh Step shows they understand cats and obsessive over them in the same way cat owners do.”
