Whiskas: Kitten Kollege – Using an internet obsession to change a marketing approach

Diana Lopes, James Miller and Katie Griffiths

Whiskas, a cat care brand, stood out in the digital market by utilising popular culture and creating the 'Kitten Kollege' campaign in the UK, which taught owners about cat care and kittens about being an adult cat.

Campaign details

Brand: WhiskasClient: MarsAgency: Google Creative Labs

Summary

If the Internet had an official pet, it would definitely be a cat.

With over 30 million Google searches monthly, cat videos are the most popular content category on YouTube.

Surely this was favourable for Whiskas, the no. 1 global cat care brand but how could a relative newcomer to digital stand out in such – a crowded arena?

And how could Whiskas leverage this whilst being true to its brand purpose (the lead authority in cat care) and growth philosophy?

Upon realising an opportunity in...

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