Campaign details

Brand: Whiskas
Brand owner: Mars Inc.
Lead agency: AMV BBDO
Contributing agencies: MediaCom
Country: Germany, Russian Federation, United Kingdom, Canada
Industries: Petcare
Media channels: Content marketing, Merchandise & free gifts, Online video, Public relations, Search marketing, Social media
Budget: 1 - 3 million

Executive summary

While 65% of category growth in pet care is driven by online sales, standing out in a fragmented digital world (all those cat videos) is no easy feat.

Whiskas knows it well: we have been learning since we launched Kitten Kollege in 2015.

Our first digital venture, Kitten Kollege was an entertaining online video series created to respond to search queries around cat care. A successful initiative, it reached 25% of UK cat owners and was deployed across 20 countries. But it was time for our kittens to come of age and drive some proper growth for Whiskas.