NEWS: M&C Saatchi plans weekend relaunch for Whiskas brand

M&C Saatchi’s first work for Mars since it landed a place on the multinational giant’s roster in May breaks at the weekend.

M&C Saatchi’s first work for Mars since it landed a place on the

multinational giant’s roster in May breaks at the weekend.



The pounds 9 million relaunch of Pedigree’s famous Whiskas catfood brand

carries a new catchline - ‘New Whiskas with added satisfaction.’ The

campaign will run on national TV and posters over a three-month period

in a bid to regain brand leadership for Whiskas in the UK.



M&C Saatchi prised the relaunch campaign from the grasp of the incumbent

agency, DMB&B, less than 12 months after setting up.



Pedigree’s parent company, Mars, was a long-standing client of Saatchi

and Saatchi before the controversial ousting of Maurice Saatchi from the

agency group now known as Cordiant at the end of 1994.



As a result of Maurice’s departure, the Mars brothers pulled all their

global accounts from Saatchi and Saatchi and its sister agency, Bates

Dorland.



Maurice kept in constant touch with Mars in the intervening months and

was rewarded for his efforts with the Pedigree coup, first revealed in

Campaign (3 May).



No-one at Pedigree or M&C Saatchi was available to comment on the new

campaign.



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