WHISKAS: Love Your Cat

The WHISKAS Dry campaign for Mars New Zealand reversed a six year decline and combated the problems posed by a 15% price increase and 8% reduction in distribution.

WHISKAS: Love Your Cat

Category: Return on Investment; FMCGAgency: Colenso BBDOClient: MARS New Zealand


The WHISKAS Dry campaign of 2009 and 2010 is considered the most successful product makeover in MARS NZ History. The campaign took the brand from being a drain on business to a brand that is now a key contributor to sales growth.


After a six year decline, MARS’ biggest cat food brand WHISKAS DRY was in such bad shape with consumers that it had become solely reliant on price and promotional discounting to simply hold its sales.


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