WHISKAS has launched a new brand platform and advertising campaign by AMV BBDO, which celebrates what owners love most about their cats – their inquisitive, curious personalities. The new ‘Feed Their Curiosity’ campaign launches with three new ads that showcase the enchanting way our cats approach the world and highlights WHISKAS’ role in feeding this curiosity.
Katie Griffiths, WHISKAS UK Brand Director, said: “At the WHISKAS brand, we understand that cats see the world in a wonderfully unique way. We have launched this campaign to celebrate and bring to life the character trait that makes cats truly distinctive – their curiosity. We want to use this to connect with our audience in new ways, bringing to life our expertise and strengthening the understanding and bond owners have with their cats”.
Centred around a gorgeous silver tabby cat, each of the 20 second ads captures the mesmerising way the cat approaches everyday situations; a drop of water falling from a bathroom tap; a light switch transforming darkness into light; a forgotten hairbrush teasing with its spines.
In each ad, we hear the cat’s thoughts, giving the viewer an insight into the curious way he approaches the world. Each time, he is distracted by the sound of a WHISKAS pouch being opened in the kitchen, and he runs through the house and dives eagerly into the delicious food.
Alex Grieve and Adrian Rossi, Executive Creative Directors at AMV BBDO, said: “Creating a new brand platform for an iconic brand like Whiskas is a formidable task. Based on the insight that what owners love most about their cats is their curious characters, we created ‘Feed Their Curiosity’; it’s a celebration of what makes cats such unique and beguiling companions and WHISKAS’ role in nurturing it. We wanted to delve inside the minds of cats and bring them to the screen like never before. The ads use a fusion of whimsical copywriting and stunning animal cinematography to draw viewers in so they can experience the world from a cat’s unique and curious perspective.”
The new campaign will be running across the UK on TV and online leading up to Christmas and the campaign will continue in 2017. This will be supported with activation across WHISKAS’ social channels.
Source: Little Black Book