Mars launched a new campaign for its pet-food brand Whiskas. The campaign was aired in October on over 5000 poster-sites across Germany and marks one of the biggest OOH drives in the history of the brand. Created by the Berlin office of TBWA, the campaign will run across Europe in markets including Ireland, Belgium and Portugal.
“This European Whiskas campaign is an excellent example of a disruptive approach for a brand that exists in a market driven by conventions,” says Stefan Schmidt, Creative at Large Europe at TBWA.
Many translate the insight that “people love cats” into conventional advertising featuring cute cats only. But cat-lovers understand that their appreciation of cats is something very individual: it’s all about THEIR cat. Executed in a simple and beautiful way, the campaign will create an iconic landmark for the brand and leaves plenty of space for cat-owners to project their unique relationship with their pet.
For any comments or suggestions, send an email to Ulrich Proeschel.
