Mars has brushed aside suggestions that its high-profile
advertising for Whiskas catfood is not translating into higher sales and
is pressing ahead with its ’catisfaction’ campaign through M&C
Despite the high acclaim attracted by the award-winning work, which has
been hailed as mould-breaking advertising in its category, it has also
been accused of failing to give the brand a distinctive personality.
But with the fourth film in the series breaking nationally this
Thursday, Moray MacLennan, the agency’s joint chief executive, said:
’Not only has research proved that the campaign is working, but sales
have gone up two or three percentage points.’
The new commercial features a pretty calico cat walking seductively past
her would-be tabby mate, who gives her no more than a cursory glance
before returning to his bowl of Whiskas.
Written and art directed by Kevin Thomas, the spot was directed by Roger
Woodburn through Park Village Productions. Media buying is through the
’The commercials have reinvented petfood advertising as a category,’
’The fact is that, because people love their pets, they want petfood
advertising to be entertaining,’ he added.
The Whiskas assignment marked Maurice Saatchi’s return to the Mars
roster when his agency won the task of relaunching the brand almost a
At the time, the Mars Pedigree Petfoods subsidiary was anxious to
recapture brand leadership for Whiskas which had been lost for the first
time to the rival catfood, Felix, owned by its biggest competitor,
Three months later, Pedigree was dismissive of static sales figures for
Whiskas, claiming the advertising had been well received in research and
that its aim was for long-term growth for the brand.