Whiskas continues its mission to help cats Purr More (launched in 2021). It new campaign by AMV BBDO, Weber Shandwick and EssenceMediacom, takes cats to Purradise, the ultimate destination of feline satisfaction.
Purradise features six lands, each satisfying the different needs of cats with Whiskas meals. From lounging on mouse pedalos at Gravy Lake to basking in heavenly scents on Aroma Island or scaling Mount Crunch for kibble rewards, each land is a vibrant, sensory world that captures the essence of cat contentment.
The global campaign has launched first across European markets including the UK, France, Germany, Italy and Poland. The campaign will cover digital, social, radio, OOH, PR, and in-store activation. 20-, 15-, 10- and 6- seconds social ads will be complemented by radio spots that transport listeners to a bustling train station, where a magical announcement heralds the imminent departure of the Whiskas’ Express to Purradise. DOOH will include Piccadilly Circus in London, featuring a QR code that leads pet lovers to a fun, interactive game. In the game, players will journey through the lands of Purradise, with the chance to win a number of prizes. The social media films, directed by Isabel Garrett through BlinkInk, were designed to have a cat-first approach, shot using in-camera stop motion, with CGI used only for the kibble storm around Mount Crunch. Every other element was built as a physical set.
“Purradise exemplifies the feelings that cats experience upon tasting the high quality and delicious offerings from the WHISKAS range,” stated Annie Argyle, European brand director at Whiskas. “The purr is the number one sign of cat enjoyment and happiness. Purrs are hard earned, but a sign of ultimate satisfaction for owners, therefore, with this campaign we wanted to take cats (and their parents) on a new sensory journey, turning each mealtime into a memorable experience that is both rooted in happiness and adapted to their individual preferences and needs.”
To engage cat lovers, Whiskas has also worked with Waltham Petcare Science Institute to create six cat personality types, providing insights into their cat’s happiness and supporting pet parents in understanding their cats better.
To highlight the uniqueness of each cat and celebrate their individual personalities, the Whiskas team has joined forces with Dr Tammie King – a cat behaviourist from Mars Petcare’s science centre, the Waltham Petcare Science Institute to curate six personality types for cats. This research will be used to launch the Whiskas Purrsonality Quiz, where cat owners can answer questions based on their cat’s character to reveal their dominant personality type. Each personality type is then matched with the ideal Whiskas product and its corresponding land in Purradise.
- The Inquisitive Cat (Aroma Island): Curious, explores the world through senses
- The Independent Cat (Gravy Lake): Prefers own company, likes peace and quiet
- The Easy-going Cat (Surf and Turf Land): Agreeable, open to try new things
- The Active Cat (Feather Valley): Quick, Energetic, chases and runs
- The Playful Cat (Mount Crunch): Loves playing with laundry, toys, games
- The Pampered Cat (Pampered Plains): Enjoys being pampered and loves human interaction
The six unique lands in Purradise :
- Feather Valley: A magical land filled with delicious poultry and playful feathers that cats get transported to as they relish Whiskas Poultry Feasts. Afterall, cats love feathers as it’s a way for them to satisfy their natural hunting instincts in a safe and controlled environment.
- Gravy Lake: A place where cats can enjoy their own company by tucking into the Whiskas Tasty Mix Pouches. A savoury, rich wet food that contains everything your cat needs to help keep them healthy, including B vitamins and balanced minerals.
- Aroma Island: With a cat’s sense of smell being 14 times better than that of humans and the majority of their food ‘flavour’ comes from smell, Aroma Island is a fragrant haven where the irresistible scents of the new Whiskas Aromatic Selection range awaken your cat’s powerful sense of smell, making each bite a delight.
- Mount Crunch: Cats are drawn to play with clean clothes as they love the texture and warmth of freshly laundered fabric – cue Mount Crunch – a mountain of crispy Whiskas Chicken Adult Dry Food. A high quality and nutritious food that supports digestion and dental care, providing the satisfying crunch that mirrors the playful side of cats.
- Pamper Plains: Cats love to be pampered by humans, and their love of physical touch comes from kittenhood. Playing on a cat’s calm and loving nature is Pamper Plains – a serene plain of tasty, crunchy shells filled with a scrumptiously soft, creamy centre. Whiskas Temtpations Cat Treats provide indulgent treats to help relax and unwind.
- Surf and Turf Land: A vibrant coastal paradise where land and sea come together in perfect harmony. When it comes to mealtime, offering variety to cats is a great taste experience and can enhance enjoyment – for example the Whiskas Duo offers cats the best of both worlds, with tantalising flavours of meat and fish that transport them to this delightful land.
Credits:
Client: Mars Petcare [Whiskas]
Client Team: Chris Rodi, Victoria Gell, Katie Griffiths, Annie Argyle, Polina Ponomarenko, Nivashnee Moodley & Ioana Codreanu
CCO: Nadja Lossgott & Nicholas Hulley
Creative Director: Andre Sallowicz
Creative Team: Ben Smith & Dan Kennard
Planning Team: Suzy Barker, Jo Costello & Maddie Burnell
Account Team: Poppy Wilson, Hannah Tall & Hannah Sonde
Deployment Team: Vicki Lavington & Louis Batten-Foster
Production Team: Polly Lowles
Production Company BlinkInk
Director: Isabel Garrett
Producer: Sebastian Jowers
Executive Producer: Josef Byrne
Head of Production: Alex Halley
Director of Photography: Ronnie McQuillan
Stop-motion Animators: Tobias Fouracre, Steve Warne & David McShane
Art Director: Brin Frost
Compositors: Simone Ghilardotti, Alasdair Brotherson & John Malcolm-More
VFX Supervisor & Compositor: Rob Ward
3D Kibble Animation: Blow Studio
2D Water Animation: George Johnson
Studio: Clapham Road Studios
Grade: ETC
Grade Engineer: Andi Chu
Colour Producer: George Blomiley
Sound Studio: King Lear
PR Agency: Weber Shandwick
Media Agency: EssenceMediacom
In-Store Media Team: Mars United Commerce
3D OOH Creative Production: DOOH.com
Game Creative Production: DOOH.com
