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Gen-Z Opps: Whiskas launches playlist for cats, campaign for pet parents

Whiskas, recently debuted a free playlist on Spotify and YouTube of music scientifically proven to calm cats. This project was part of the brand's new global brand campaign, which promotes how healthy pet food makes both cats and their owners happier. "Purr More" also includes cause marketing; Whiskas teamed up with pet shelters and veterinary clinics to find the most beneficial songs possible. It also includes a music video and a film series created by Bafta-winning director and animator Nina Gantz.

According to Pathmatics, Whiskas hasn't invested in digital spend since spending around $500 in 2020; this full-year spend was flat from the roughly $500 it spent in 2019. Last year, the brand earned ~56.5k digital impressions, 100% via Facebook ads.

Sellers should get in touch sooner rather than later to secure last-minute ad dollars related to this campaign. In the past, Whiskas has mostly targeted Gen-Z pet parents through Facebook ads, so this campaign may lead to a return to this channel. Kantar data reports that parent company Mars also invests in print (magazines) and local broadcast.

Agency & martech readers - I see no glaring signals of upcoming reviews, so focus your attention elsewhere, perhaps even on Whiskas's sibling brand, Kinship (more BBDO Canada has provided brand-specific creative services for Whiskas in the past.