Core Insights - Fresh Step, a cat litter brand owned by The Clorox Company, launched a Valentine's Day campaign titled "Date Cats, Not Humans" to promote cat adoption and refresh its brand image [1][2][3] Campaign Overview - The campaign featured a partnership with Bumble, allowing users to swipe on adoptable cats, and included a promotional video with reality TV actress Ariana Madix [2] - Adoption fees were covered by Fresh Step and Best Friends Animal Society during the campaign, which ran from February 13 to February 16, and adopters received free Fresh Step litter throughout February [2][3] Adoption Impact - Over 600 cats were adopted during the campaign, showcasing the effectiveness of the initiative in finding homes for pets [3] Brand Strategy - Fresh Step acknowledged a decline in market share due to competition and changing consumer habits, prompting a brand evolution to better align with current consumer preferences [4] - The rebranding includes a focus on younger consumers, particularly Gen Z and millennials, who represent over half of U.S. pet owners [5] Marketing Approach - The company is adapting its marketing strategies to cater to younger pet owners, emphasizing product features like odor control that are particularly relevant for consumers living in smaller spaces [6][7] - Fresh Step has segmented its product portfolio to address distinct consumer needs, including variations in litter types and highlighting specific benefits [8][9] Measurement of Success - The success of the Valentine's Day campaign will be evaluated through earned impressions on social media and the volume of cat adoptions [10] Future Directions - Fresh Step plans to increase its focus on social media marketing, recognizing its importance in reaching younger consumers, while still investing in traditional advertising methods [11][12]