Mars

#CatsInBoxes

Summary

Whiskas aroused cats’ curiosity and stimulated indoor play by turning delivery boxes into cat play boxes.

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Challenge

Consumers are shifting towards more premium cat food brands – often in the natural food sub-category and brands such as Purina Felix and Fussy Cat. We realised that to connect with a more digital-savvy audience (one that often buys cat food online), we needed to boost cultural relevance, increase perceived value, and capture their hearts.

Idea

Our insight was the that cats are masters of turning even the most basic delivery box into a world of play. Therefore, we turned all large delivery boxes into a cat paradise. We entertained locked down Australia with The Cat Castle, The Cat Office and the Cat Roller Coaster.

Results

Value uplift
4.6%
Uplift in WHISKAS sales on Amazon
70%

Festival of Media Global 2022
Silver
Best Direct to Consumer Marketing Campaign

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