Whiskas: The new sound for meat

Whiskas, a cat food brand, launched its premium cat food collection in Russia.

Campaign details

Brand: WhiskasBrand owner: MarsEntrant company: Mars, MoscowIdea creation: BBDO, MoscowMedia: MediaCom, MoscowMarket: Russian FederationSector: Pet careMedia channels: Online video, Programmatic display, Radio & audio, Social media, TelevisionBudget: 1 - 3 million

Executive summary

How to introduce meaty novelty to young cat owners when competitors are loudly communicating meatiness too? To break through we created a multi-sensor media experience! Putting non-standard combination of meat and music in the center, we scaled it through different media formats. We talked about meatiness on TV,...

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