At first, it sounded like a Mission Impossible challenge. A small firm in a farming community asked us to revive their competitively threatened, wheat-based litter brand with a comprehensive marketing program that would increase annual sales tenfold in less than five years. After reviewing our learnings from consumer focus groups, we updated the package graphics, updated the website, and implemented a creative consumer radio, digital and print advertising campaign, along with aggressive couponing, social media and POS support. By year five, we exceeded our client's sales objectives, achieved national FDM and Pet Specialty distribution, and helped Swheat Scoop earn its place in the cat litter section of thousands of independent and chain pet stores, grocery stores and Target. During our stewardship, sales increased over 20 fold – tens of millions of $$$$. Plus, our Swheat Scoop work was recognized by the American Marketing Association with a Gold Effie – the Oscar of the advertising world.