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...