Mars, Inc.: Inner Beast campaign
Mark LaneOVERVIEW
Whiskas, a cat-food brand in Mars, Inc.'s Masterfoods USA division, was the world's leading cat food. Its sales performance and brand identity was inconsistent from nation to nation, however, and in the United States at the turn of the millennium it was a middle-of-the pack brand in an increasingly competitive category. Having failed to energize the Whiskas brand through a variety of marketing techniques and packaging changes, Mars switched advertising agencies in 2002, hiring the Los Angeles office of TBWA\Chiat\Day. TBWA's first campaign for Whiskas, "Inner Beast," represented a departure from conventional...