Fresh Step

Fresh Step is a premium cat litter brand that clumps and removes odors better than the competition. When Fresh Step first approached our team at Fluid in 2010, they wanted ideas on how to improve their digital media presence. We came back with goals and a long term roadmap to set a strategy that would convert casual users into loyalists – and loyalists into activists. Working with this brand for 4 years meant that we tackled everything digital: starting from an overall brand assessment, following an ambitious website redesign, and becoming their agency of record along the way. During this time we formulated campaigns, a film festival, apps, a crowd sourced e-book, a loyalty program, amongst many other feats. This was achieved by ensuring the messages were properly integrated across channels, carrying the idea that “it’s a cat’s world (we just happen to live in it) throughout our communications. Our initiatives won us an IMA Award, a How Magazine Award, and Clorox Award.