Mars Petcare has launched a new multi-channel campaign to support the Whiskas brand.
The ‘Purradise’ campaign depicts six mythical lands, each corresponding to a cat personality and a product from the Whiskas portfolio.
The global campaign, launching first across European markets including the UK, France, Germany, Italy and Poland, will be activated via Digital, Social, Radio, OOH, PR, and in-store activation. As part of the campaign, the brand will also introduce a digital out-of-home experience in locations such as Piccadilly Circus in London, featuring a QR code that leads pet lovers to an interactive game. In the game, players will journey through the lands of Purradise, having the chance to win a number of prizes.
The campaign also introduces the Whiskas Purrsonality Quiz, developed in partnership with the Waltham Petcare Science Institute, to help cat owners better understand their cat’s personality and ideal diet. Owners answer questions based on their cat’s character to reveal the dominant personality type, which is then matched with the ideal Whiskas product.
The full list of lands comprises Feather Valley, Gravy Lake, Aroma Island, Mount Crunch, Pamper Plains and Surf and Turf Land.
Annie Argyle, European brand director at Whiskas, said: “Purradise exemplifies the feelings that cats experience upon tasting the high quality and delicious offerings from the Whiskas range.
“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.”
