This campaign was developed to challenge the negative stigma that WHISKAS is harmful to cats and reposition the brand as a trusted and loving choice for modern pet owners. The concept focuses on reframing cat nutrition as an emotional act of care, using the slogan “Love Starts in the Bowl.”
The target audience for this campaign is younger pet parents, particularly those who rely on social media, online reviews, and peer recommendations when selecting products for their pets. Research shows that this demographic values both emotional connection and brand transparency, so the campaign combines warmth, playful visuals, and strong brand recognition to rebuild trust.
The visual direction uses WHISKAS’ recognizable pink color palette to maintain brand consistency while creating a soft, affectionate tone. Clean composition and minimal copy ensure the message is direct, memorable, and visually engaging across multiple platforms.
Overall, the campaign aims to encourage younger pet owners to reconsider WHISKAS by highlighting the connection between proper nutrition, happiness, and long-term feline health.
Magazine AD
Billboard ad
Postcard
