If you haven’t heard the term “spluff” yet…you will.

When Upstream was tasked with creating a multi-faceted campaign for our friends at Comfort Zone, we went above and beyond to bring a unique kind of innovation to life – and people are responding to it.

Instead of stopping at personas, style guides, and the other basics of any well-rounded brand toolkit, we took it a step further with #spluff. We invented a term that captured the heart of the Comfort Zone mission – celebrating calm, happy pets – and used that as a key positioning element. 

Now CZ has an ownable hash tag to share out on social, the Internet has a new adorable craze to play with, and Upstream has a happy client. That’s a win in our book.