Arthur's: Stability in a World of Change

Helen Weavers

1990-94 advertising for Arthur's, formerly Kattomeat, catfood. Market had been stable for some years, with Whiskas as brand leader; Kattomeat's branding had been poor, hence the name change.
Agency: J Walter ThompsonAuthor: Helen Weavers

Arthur's: Stability in a World of Change

 

This paper is about Spillers' major catfood brand, Arthur's (previously named Kattomeat), from 1990 to date, and the substantial contribution that consistent, creative advertising has made to the protection of brand share in circumstances where it would otherwise certainly have declined, perhaps dramatically.

Not only is this advertising the most popular in its sector, so much so that the brand was renamed to better reflect it, butsales would have been at least 20% lower in the absence of advertising, a scale...

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