Whiskas asks pet owners to ‘pledge’ their cat’s love for the brand
Whiskas is launching an integrated campaign created by its recently appointed agency BD Network.
The concept is based on the idea that given the choice, cats would choose Whiskas.
A combination of TV, radio, press, digital, outdoor, PR, retail and sampling will be used as a call to action for cat owners to ‘pledge’ their cat’s love for the brand.
All entrants will win their pet two free pouches of Whiskas ‘Oh So…’. There are also chances to win $10,000 and have their cat feature on Whiskas packaging next year.
The TV ad is scheduled to break on April 10 during Australia’s Funniest Home Videos on the Nine Network.
BD Network is an independently-owned marketing communications agency which launched in the UK in 1990.
The agency recently expanded into Australia, with the opening of a Melbourne office.
TBWA remains an incumbent on the Whiskas account, with BD Network now added to the roster following a pitch.
BD Network works with the Mars Petcare brand in the UK and Europe.
Credits:
- Client: WHISKAS, Mars Petcare
- Agency: BD Network
- Creative Director: Jess Lilley
- Art Director: Marc Allenby
- Copywriter: Janice Turney
- TV Director: Emily Owens
- Account Service: Lucy Plunkett, Stefanie Dorn
- Planner: Craig Wood
- Media Campaign: Starcom MediaVest
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this could be a gem, but it could also be a genuine dud.
yet another example of the current trend for advertising agencies to enlist consumers to make their own adverts — certainly marketing dept’s will continue to see some brilliantly fresh ideas, with expertly targeted and distributed viral video campaigns, but how long can this last — the quality is typically very poor, not always favourable to the companies’ image, and is unstoppable whether good or bad.
web 2.0 sites (eg. mixx twitpic digg de.licio.us buzz stumbleupon etc) have now overtaken email as the preferred media distribution medium, indicating where the growing marketing potential is — person-to-person messaging is no longer de rigeur, and these type of campaigns may become shortlived.
one would hope the agencies’ fees in cases such as this are commensurate with their efforts, (ie. almost nothing).
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Hello!
I have two cats one named Ginger , the other one named Casey.
I have had pets all my life and once i moved out from my family home,i started to have my own pets. I have had my cats for over 7 years now and i can definetly say that when it comes to food time.. my cats only eat whiskas.
I have tried in the past all different types of food but my cats only eat the BEST!
They only eat WHISKAS. This means a great deal to me. I am happy that my cats enjoy healthy nutritous balanced meals.
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