Fresh Step Redefines Cat Litter Odour Control

Fresh Step is launching a new brand campaign encouraging cat parents to Step It Up with the only choice that offers superior odour control.

Fresh Step is on a mission to disrupt cat parent’s odour complacency with a never-before-seen approach, leveraging kitty litter particles as their actual spokespeople. These animated personalities vividly portray the everyday challenges of litter odour, illustrating the need for a superior solution.

As cat parents become nose-blind and simply accept the misconception that litter is supposed to smell foul, Fresh Step wants to set the record straight: basic litter stinks—but you can “Step It Up” with Fresh Step, and experience superior odour control.

The campaign showcases Fresh Step as the best choice for cat owners who want superior odour control and aims to increase market share for the brand in the competitive pet care industry. The work includes films that will be featured across national TV, digital platforms, social channels, as well as brought to life in audio and print placements.

"We can't wait to share this new campaign that showcases our commitment to supporting cat owners with effective odour control solutions," emphasised Eric Jamison, director of marketing. “Fresh Step is poised to enhance odour control for every cat parent so they can spend less time worrying about their litter and more quality time with their beloved feline family member!”

Disclaimer: Versus the leading value clumping litter.