In October 1999, Ralston Purina engaged R/GA Interactive to redesign the catchow.com website. The objective of the redesign was to clearly communicate the brand strategy and create an interactive point of contact for the consumer that speaks in the same voice as the offline elements of the marketing mix. Working closely with the brand group, direct marketing team, advertising agency, and promotions agency, R/GA designed the new catchow.com to echo and complement the complete campaign. The redesigned site launched on March 17, 2000. The Brand and the Web site Cat Chow uses all the points of contact to communicate the brand's identity: The Purina Cat Chow brand family is much more than cat food - it enhances the quality of the cat owning experience by supporting owners with the ultimate network of resources for practicing a philosophy of total wellness. The primary location of these resources is www.catchow.com. Here, users can find answers to cat questions, get answers from a cat expert, and create a home page for their cat. For users who desire a more immediate response, Cat Chow offers online chat with the mentors, through Yahoo! Chat. Two banner campaigns also reflect the site design and drive users to the website. All online elements features the same visual cues used throughout the marketing mix: a blue color scheme to complement the logo and packaging and pictures of people with their cats (the "nose to nose" image captures the emotional connection between people and their cats).