Dreamies: Pavlov's cats – How we brokered a connection with the most fickle creatures in the world

Dreamies, the cat food brand, boldly levelled with cat owners in a funny way, which saw it being aired first in Canada and later aired across Western markets.

Campaign details

Brand: Dreamies Client: Mars Petcare Agency: adam&eveDDB London

Paper Summary

"I don't own cat. Cat owns me." - Polish Cat Owner, Dreamies Consumer Immersions, Warsaw, 2018

Sometimes just one comment..7 exasperated words.sum up the issue and the opportunity.

Cats are jerks. They're in control. They pull the strings. They boss the relationship with their owners. It's why cat lovers love them (and why haters hate them).

It was in understanding this relationship and its power imbalance, that planning discovered a new way to grow cat treating.

In Dreamies, we didn't just have the world's most irresistible...

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