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TBWA\LONDON unveils ‘Expressions’ Campaign for Launch of Whiskas’ New Integrated Brand Drive

23\01\2006

Whiskas®, the leading cat food brand, is launching a pan-European integrated brand campaign through TBWA\LONDON to further widen the brand’s appeal among cat lovers. Launching in the UK on 29th January 2006, with a spend of over £15m, the ‘Expressions’ campaign will demonstrate that Whiskas really understands the unique relationship and emotional bond between cats and cat lovers.

The campaign invites us into the world of cats and their owners, illustrating the happiness that each unique relationship brings, through a series of poems. The poems express the individual quirky habits and behaviour of each cat - whether it is when playing, sleeping or walking — which make the happy relationship.

Executed across TV, press, DM, online, POS and in-store, the campaign drives multiplicity, bringing to life the understanding that no two relationships are the same.

The TV launch - a 30” TV execution titled ‘Fred’ - is an endearing poem read by a young boy describing his special relationship with his sleepy cat Fred, as we see the ginger tabby asleep on the bed, where he stays for the duration of the day apart from moving for his food. The end line delivers the message ‘Be Happy’.

Bruce McColl, Marketing Vice-President said, ”The campaign shows how Whiskas improves the wonderful relationship between cat lovers and their cats.”

Matt Shepherd-Smith, TBWA\LONDON managing director said, “The campaign captures the happiness that cats bring to their owners. Cat lovers will love it.”

Whiskas also aims to ‘spread a little happiness’ across the UK by encouraging cat lovers to interact via an on-line poems generator at www.whiskas.co.uk. The campaign will also be implemented across all consumer touch points including Kitten direct mail and instore materials.

The campaign was created by Alasdair Graham and Frazer Jelleyman with Dan Gorlov and Rachel Le Feuvre. Media planning and buying was through MediaCom. Direct mail, instore and online activity through Joshua.

-ends- For further information or images please contact: Avril Canavan, avril.canavan@tbwa-london.com 020 7573 7113 / 07946416607 Credits Project name — Whiskas ‘Expressions’ Client — Mark Andrews, European Brand Director Whiskas; Bruce McColl, European Marketing Vice- President, Masterfoods Brief — To create a powerful emotional connection with cat owners Creative agency — TBWA\LONDON Creative Team - Alasdair Graham and Frazer Jelleyman with Dan Gorlov and Rachel Le Feuvre Planner (creative agency) - Kate Winter Managing Partner: David Goring-Morris Account Director — Hannah McCracken Media agency — MediaCom Media planner - Anna Berry Media spend — £15m + Production company - Home Director - Lucy Blakstad Editor - Struan Clay @ Final Cut Post-production - Frank Lambertz @ Moving Picture Company Audio post-production - Ben Leeves @ Grand Central Exposure — Pan European Producer - Mark Harbour Agency Producer - Sarah Phillips Art Buyer - Claire Delafons / Lisa Marie Dickinson Photographer — Mario

Author:

Avril Canavan

Tags:

whiskas

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