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WHISKAS®: Purrcast, 3
While puppy owners often spend months preparing, new kitten parents are more likely to dive in without a plan - assuming their pet will instinctively fend for itself. To support this growing group of unprepared but devoted cat owners, the WHISKAS® brand, a trusted leader in cat food since 1958 and part of the Mars family of brands, has launched a new global campaign with AMV BBDO, aimed at guiding them through early kittenhood – all done through a new creative content series centred around a podcast hosted by cats. The need is clear: younger generations are leading the surge in pet ownership, with 72% of kittens now belonging to gen z and millennial households. As these new pet parents navigate unfamiliar territory, the WHISKAS® brand steps in when the inevitable ‘oh no’ moment strikes - offering smart, digestible advice that meets them exactly where they’re searching for answers: on social platforms, in video-first formats, and in a voice they trust. The latest collaboration between Mars and AMV BBDO, the campaign is a clever, scroll-stopping content series hosted by two cats - Caspurr, an experienced ex-kitten, and Agnes, an excitable newcomer - who take on the big (and small) questions that fluster new feline owners. Think “what on earth is your kitten doing”, “what should you actually feed a kitten?”, and "what should my kitten be drinking?”. The podcast-style videos are hosted from behind a couch in their owners living room, which is a cat and kitten paradise full of toys and fluffy objects, with Caspurr and Agnes tackling everything from nutrition to behaviour with the kind of charisma only talking cats can deliver. The format is designed for longevity, with content built to adapt regionally and run across social channels for an extended period.
Designer Rich Hart Related
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