Agency: M & C Saatchi | Author: Richard Storey |
Pedigree Whiskas
WE BEGAN WITH A STRONG PROPERTY
Like many long running campaigns, Whiskas advertising has been based on a simple, consistent brand truth.
In three words; Whiskas understands cats.
Over time, this understanding of cats had been assertive and scientific. It had been demonstrated with research, proof and 'reasons why'. It had used owners' testimonials, demonstrations and men in lab coats.
What it had neglected somewhat was sensitivity, empathy and sheer enjoyment of cats.
SO, WE ADDED INSIGHTS
We sought simple truths about cats.
The kind of things you...