When it comes to cat food, owners don’t change brands easily. They don’t listen to ads or influencers. They listen to their cats. They think they know exactly what their cats like and don’t like. We needed to convince cat owners to purchase Friskies for their cat by demonstrating what we already know, that cat’s love the taste of Friskies, through the one opinion they trust most; their cat’s.

For the first time we gave cats a voice so they could tell their owners how much they like Friskies. Developing a new way to interpret the capacitive data from touchscreens, we turned every smartphone into a lick detector, turning licks into likes. We launched Cat Critic with free trial packs at pet stores, and cat shows around the country, all people had to do then was place Friskies on their Smartphone with our html5 site open and let their cat lick it clean. The more cats licked their phone clean, the more positive their review of Friskies on social media. For the first time, Cats became influencers, talking about Friskies in a new way and sharing to wider audiences.