Whiskas

After the “Whiskas Kills Cats” rumors, Whiskas needed a way to create positive perception in an extremely saturated market,
where the only thing more abundant than cat food options are people’s opinions on them.

That’s when we stumbled upon an internet phenomenon that gave us the perfect way in.

“Cat” autocorrects to “car” so frequently that pet owners on the internet have stopped correcting it entirely.

So we embraced the typo, and used it to carve our own lane — just for Whiskas.

If cats are cars, Whiskas is the fuel that keeps them going.

Introducing:

Engineered for the long run.

With new packaging and an SEM driven online campaign, we intercepted and redirected typo-traffic.

Spanning the entire funnel, we met typos from the top, where our audience does the bulk of their research…

…all the way to the bottom, at their point of purchase.

On socials, instead of correcting typos, we rewarded them. 

Anyone who made the typo on TikTok received an exclusive filter and game, letting them earn rewards and discounts along the way. 

Future pet parents were able to adopt rescue cats, along with the Purrformance Fuel they need for a long, healthy life. 

Finally, in partnership with local shelters, we set up the Whiskas Cat Dealership