Because the internet is for cats, Meow Mix needed to establish itself as the digital authority. To do this, social and digital-specific branding was developed alongside a fun, interesting, and stimulating content approach. A cache of bloggers and social influencers were curated and collaborated to develop monthly content specifically for Meow Mix. Additionally, a veterinarian was used as a resource to help generate factual and helpful posts.
It just so happened that the digital makeover took place as a backdrop to the launch of the new Irresistibles™ line of cat treats. The introduction of the new product continues to be a success online and offline.