Fresh Step

The Problem: Cat owners will spare no expense for their cats. Except when it comes to litter, where people aren’t convinced premium offerings are truly premium quality.

The Big Idea: Let’s bring Fresh Step Heavy Duty Scented Litter to world-class zoos known for their lions. Because if it’s good enough for the king of the jungle, it’s good enough for your cat, too.

Screenshots of three tiktoks. Each showing lions behaving like cats and using litter

Social

Big cats often use the bathroom in the same spots in their zoo habitat—not unlike a litterbox. And zookeepers can tell you that when lion goes potty, it seriously reeks.

So we’ll fill lions’ litter spaces with Fresh Step Heavy Duty, making less odor for zookeepers and a perfect testimonial for cat parents.

And we’ll spread these testimonials with partnered social posts showing these big cats acting like well-mannered housecats.

CW
Kyle Petrie
CW
Zack Woznak