Whiskas Catstacam: How an Instagram campaign changed the perceptions of a 50-year old brand

This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.

Whiskas Catstacam: How an Instagram campaign changed the perceptions of a 50-year old brand

Agency: Clemenger BBDO Sydney

Brand: Whiskas Catstacam

Advertiser: Mars Petcare Australia

Country: Australia

Objectives

The big player under serious pressure

Whiskas is the dominant mainstream cat food brand in Australia1, celebrating 50 years in 2015.

But in truth it didn't feel like a year we'd be celebrating.

In its 50 year history the brand had never been under so much pressure. Wherever you looked, we were under attack: from in front by the aggressive arrival of Nestlé's cheeky powerhouse brand Felix with its pouch...

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