Whiskas - cats know the difference

Whiskas needed some sleek brand communications to steer it back into growth mode. Its dry variant, Whiskas VitaBites, faced an onslaught of competitive launches, all backed by significant above-theline support and aggressive price discounting.

Cats know the difference

Category: FMCGAgency: Colenso BBDOAdvertiser: Whiskas

SUMMARY

Historically, Whiskas had received fragmented support, with no broad umbrella positioning strategy in place to drive the brand forward. Colenso BBDO's advertising campaign was charged with reversing the sales decline, while also establishing a strong position for the Whiskas brand overall.

The 'Cats Know The Difference' campaign achieved both goals...

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