Agency: AMV BBDO
This paper is about helping a pocket rocket of a global brand go from good to great by ending the historic madness of communications and fundamentally redefining what the brand stands for.
We ran to the aid of irritated cat owners everywhere who are fed up of having to justify their love of cats to a world that doesn't understand them.
By doing this we got to work that puts cats on the pedestal they deserve and appeases cat owners all around the world by portraying the wonderfully irreverent truth about cat ownership.
We also brought such clarity to the brand strategy that it has impacted everything Sheba does from range architecture, to product development, via pack copy, to communications.