Pedigree – Whiskas

Campaign in 1999 by M & C Saatchi for Pedigree Whiskas cat food. Brand had been making steady progress, but was now faced with a price war.
Agency: M & C SaatchiAuthor: Richard Storey

Pedigree Whiskas

WE BEGAN WITH A STRONG PROPERTY

Like many long running campaigns, Whiskas advertising has been based on a simple, consistent brand truth.

In three words; Whiskas understands cats.

Over time, this understanding of cats had been assertive and scientific. It had been demonstrated with research, proof and 'reasons why'. It had used owners' testimonials, demonstrations and men in lab coats.

What it had neglected somewhat was sensitivity, empathy and sheer enjoyment of cats.

SO, WE ADDED INSIGHTS

We sought simple truths about cats.

The kind of things you...

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