CELEBRATING KITTY LOVE: The Makers of Fresh Step® Litter, With Help From Animal Planet®, Seek Out America's Most Passionate Cat Owners

OAKLAND, Calif., Sept. 20 /PRNewswire/ -- A man in Minnesota spent more than $10,000 to build his cats a system of tunnels through the house. To a surprising number Americans, that doesn't seem strange at all.

Dogs may be our best friend, but members of the 36.2 million households that own a cat will tell you that America is a cat nation.  To celebrate this kitty love, the makers of Fresh Step litter, with the help of Animal Planet and its new series "Must Love Cats," is launching the Fresh Step litter Feline Fanatics Contest, a nationwide search for the most passionate feline families. The best tale of kitty love will be awarded with special recognition, including an appearance with their "glamour puss" during an upcoming episode of "Must Love Cats," an editorial feature in Star Magazine and a year supply of Fresh Step litter.

"While filming 'Must Love Cats,' I've seen that feline families are a devoted breed," said John Fulton, host of Animal Planet's new series "Must Love Cats" and a judge for the Feline Fanatics Contest. "Among countless others, I met a man who threw his meowing buddy a 200-person birthday bash complete with a cat fashion show.  We're hosting this contest for all feline fanatics in America so we can find and honor the everyday people doing extraordinary things for their cats."

Calling All Feline Fanatics

Nominations for the Feline Fanatics contest will be accepted from Sept. 20 to Oct. 17, 2010 at www.facebook.com/freshstep or http://freshstep.promo.eprize.com/feline/. To register, people can simply upload one photo of their cat, and share a brief description that answers why they qualify as a "Feline Fanatic." Just remember, this contest rewards those who do great things for their cats, not necessarily to them – so those who simply dress up their felines in costumes and call that love won't beat out those who take it to a whole other level and build their cat(s) a palace.

"At Fresh Step litter, we hear stories of every day of cat owners who will do just about anything to make life grand for their cat friends," said David Kargas, Fresh Step litter public relations senior group manager. "That's why we will be honoring the families that serve meals fitting of a five-star restaurant to their finicky felines, or create special soundtracks for their 'cool cats' to listen to while they are away at work."  

Following the entry period, a panel of judges from Animal Planet and Fresh Step litter will select five finalists who will compete in online voting to become the ultimate Feline Fanatic. America will select the winner by voting for its favorite finalist once a day on the Fresh Step litter page on Facebook® from Nov. 9 - 29, 2010.

The ultimate Feline Fanatic and cat duo will win an appearance during an upcoming episode of "Must Love Cats," an editorial feature in Star Magazine and a year supply of Fresh Step litter with its unique odor-eliminating carbon formula.  The four Feline Fanatic runners-up will each receive a year supply of Fresh Step litter as well. Official rules and entry forms are located at www.facebook.com/freshstep.

Must Love Cats

"Must Love Cats", the new series debuting on Animal Planet early next year, is a celebration of fascinating felines and the fascinating people who love them. From cats that saved their owners' lives to swanky cat-only hotels, the series spans the realm of all things "cat." It offers a potpourri of amazing feline stories, jam-packed with interesting factoids and trivia bits. The show is hosted by musician John Fulton, who combines his love for ditties with kitties. He is on a mission to prove to himself and the world that America is filled - north to south, east to west - with cat lovers, and is in fact a Cat-nation.

"My cross-country journey in search of the most captivating cats showed me how much people love them," said Fulton. "Now, with the help of Fresh Step litter, we are broadening our search so we can find the biggest and most devoted feline fanatics in America."

Visit www.freshstep.com and www.facebook.com/freshstep for more information about the Fresh Step litter Feline Fanatics contest. To learn more about "Must Love Cats," log onto www.AnimalPlanet.com.

About Fresh Step® litter

Fresh Step® litter is a part of The Clorox Pet Products Company, a subsidiary of The Clorox Company, headquartered in Oakland, Calif.  The Clorox Company is a leading manufacturer and marketer of consumer products with 8,300 employees and fiscal year 2010 revenues of $5.53 billion. Clorox markets some of consumers' most trusted and recognized brand names, including its namesake bleach and cleaning products, Green Works® naturally derived home care products, Pine-Sol® cleaners, Poett® home care products, Fresh Step® cat litter, Kingsford® charcoal, Hidden Valley® and K C Masterpiece® dressings and sauces, Brita® water-filtration products, Glad® bags and wraps and containers, and Burt's Bees® natural personal care products. Nearly 90 percent of Clorox Company brands hold the No. 1 or No. 2 market share positions in their categories. The company's products are manufactured in more than two dozen countries and sold in more than 100 countries. Clorox is committed to making a positive difference in the communities where its employees work and live. Founded in 1980, The Clorox Company Foundation has awarded cash grants totaling more than $80 million to nonprofit organizations, schools and colleges. In fiscal 2010 alone, the foundation awarded $3.5 million in cash grants, and Clorox made product donations valued at $8.8 million. For more information about Clorox, visit www.TheCloroxCompany.com.

About Animal Planet Media

Animal Planet Media (APM), a multi-media business unit of Discovery Communications, connects humans and animals with rich, deep content via multiple platforms and offers animal lovers and pet owners' access to a centralized online, television and mobile community for entertainment, information and enrichment.  APM consists of the Animal Planet television network, available in more than 95 million homes in the US; online assets www.animalplanet.com, the ultimate online destination for all things animal; the 24/7 broadband channel, Animal Planet Beyond; Petfinder.com, the #1 pet-related Web property globally that facilitates pet adoption; PetsIncredible, a major producer and distributor of pet-training videos and includes web service PetVideo.com; and other media platforms including a robust Video-on-Demand (VOD) service; mobile content; and merchandising extensions.  

SOURCE The Clorox Company