Whiskas

The Challenge

Our brand is seen as a low-quality cat food option, when in fact cats live long lives on Whiskas.
But changing negative perceptions in such a saturated market is near impossible, especially when every brand is competing for attention in the same spaces.

So instead, we took our own road.

typo example typo example typo example

Cats to cars is such a common autocorrect, pet parents have stopped bothering to fix it entirely.

typo example Silly question: is car another word for cat? typo example typo example typo example

And if cats are cars...

they need fuel.

Introducing:

Whiskas Purrformance Fuel key visual

Whiskas Purrformance Fuel

A limited-edition repackaging that launched a full funnel campaign built to turn typo-traffic into Whiskas traffic. By using our Purrformance Fuel as a way to intercept and own the cat-to-car typo, we created a whole new lane that no competitor could follow, and that allowed us to position Whiskas as the best cat food for the long run.

01

Search

SEM Takeover

We began by intercepting the typo at the source. Whenever someone searched "car food," Whiskas owned every sponsored result — putting Purrformance Fuel in front of people the moment they searched.

Whiskas SEM takeover
TikTok car food search Chewy Ad 1 Chewy Ad 2
02

Social + Retail

TikTok & Chewy

We met pet parents everywhere they shop. On TikTok, where our target audience does their research, and on Chewy, where we made sure they took the right exit at the point of purchase.

03

Interactive

The TikTok Filter

Instead of correcting the typo, we rewarded it. Wherever we saw a comment that included "car food" on TikTok, the user received a direct message from @PoweredByWhiskas gifting them an exclusive filter: scan your cat to turn it into the ultimate purrformance machine, and earn real discounts along the way.

TikTok filter: scan your cat
TikTok DM
TikTok filter: racetrack
Whiskas Cat Dealership
04

Experiential

Whiskas Cat Dealerships

Finally, to create a lasting campaign, we partnered with local shelters to open Whiskas Cat Dealerships — inviting future pet parents to adopt their new car, and go home with the best in-class fuel to help them go the distance.

By creating our own lane, we bypassed the noise entirely, turning typo-traffic into proof that Whiskas is the fuel every cat parent needs, for the engine they love.

Whiskas Purrformance Fuel

Engineered for the long run.