Hot Keys
Meow Mix has been a household name to cat owners for years, but cat food shelves were becoming saturated with competition. To get Meow Mix back into the spotlight, and to bring cat lovers closer to their cats, we created the first ever Kickstarter-style platform for cat ideas. We called it “Catstarter.”
To launch our campaign, we introduced three cat product concepts on Meow Mix Catstarter, then asked the internet to crowdfund the project they liked the most. Visitors to the site were even able to submit their own Catstarter ideas. Once the Internet had spoken, Meow Mix produced the winning idea – Hot Keys – and those who backed it had a chance to win it.
Catstarter was a huge success, re-establishing Meow Mix as a leader in cat food and deepening the bond between cats and owners.
Catstarter was a huge success.
The Space Aged product shattered all worldly expectations, providing social liftoff that hadn’t been seen in ages. All because we decided to reach for the stars.
166%
Increase in Brand Awareness
reestablishing Meow Mix as a leader in cat food, and deepening the bond between cats and owners.