Participants underwent rigorous testing. This included presenting the individuals with fluffy toys, tickling them beneath their chin, asking if that they had defecated in a neighbour’s backyard, and seeing in the event that they just like the cat meals.
Comedically, the experiment concluded that the speculation was appropriate. The Cats, recognized to be human and never pet meals fanatics, left the conference confused.
The course of was recorded in a 2-minute lengthy, documentary-style movie. Alongside the hero movie, the marketing campaign runs throughout digital out-out-of-home, print media, paid social, digital, and radio. EssenceMediacom dealt with the media, and James Rouse directed the movie by means of Biscuit Filmworks.
“This campaign centres on the product truth that cats can’t resist Dreamies treats, doing so with a humour that’s unique to this brand. The approach drives intrigue and amusement for cat parents, whilst also re-enforcing why Dreamies is the UK’s No.1 selling cat treat brand” says Kay Brown, European Brand Director at Mars.
Exuding the playfulness of the Dreamies model, the marketing campaign innovatively highlights how standard the pet meals is by honing in on the one unlikely purpose it wouldn’t be favored. As bizarre concepts acquire momentum, the model makes use of surreal humour to deliver a smile to audiences’ faces whereas showcasing its premium product.
