Clorox wanted to develop new cat litter ideas under the Fresh Step brand.
People see their cats as soul mates. While this companionship is highly valued, the litter box is a wholly negative experience. People will project their cat's desires when it comes to their cat's food and toys, but make litter box choices to suit themselves, not their cat. We identified "invisibility" as one springboard for generating new cat litter ideas. From this, we created the idea of a flushable cat litter.
Fresh Step Performax was the first national flushable cat litter brand.