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Mars, WHISKAS, PEDIGREE
What Do Animals Talk About

RAN IN: Russia

CLIENT
Mars LLC

AGENCY
BBDO Moscow *Lead Agency


Unite *Lead Agency


MediaCom


PGM Eurasia LLC, Starcom agency


Mint


The Marketing Arm


SUMMARY

WHISKAS is the brand that created the market for prepared pet food in Russia. WHISKAS led the market for many years, but as competition intensified, its position came under threat. In order to defend its position and win back the audiences affection, WHISKAS called for all cat lovers to unite and admit their cat-addiction on Russias Cat Day. A Cat-addiction ode, written by Semyon Slepakov, triggered a wave of declarations from people across the country. More than 18 million views and high engagement in the campaign led to growth in the brands market share and a historic high in penetration.

CASE VIDEO


Audience: Since the main communication task was to raise public awareness of the importance of responsible pet care, the campaign targeted not only cat and dog owners, but rather the whole society.

Objectives: Case Objectivs

Type: B2C

Language: English, Russian