The complete world desires a canine. But what individuals are looking for tells a special story, with search knowledge indicating that individuals are extra steadily searching for dogs which can be impossibly low-maintenance. Global pet meals model WHISKAS believes the reply could also be a ‘Meowzer’ – a brand new breed of canine it has created, that’s suspiciously just like a cat. The new international adoption marketing campaign has been developed by Colenso BBDO.
Says Bianca Malcolm, Whiskas New Zealand: “The amount of searches for ‘lazy dog breeds that can be left alone’ has doubled in the past year, and is predicted to increase another 50% by the end of this year. People are looking for dogs that don’t bark, don’t need to be walked, don’t need to be trained, and are happy for long stretches at home – in other words, they’re looking for a cat.”
Says Kimberley Ragan, group artistic director, Colenso BBDO: “We realised the perfect dog already exists. All it needed was a name change. Meet the Meowzer. It’s the perfect dog, for people who can’t really cope with a dog.”
The Meowzer is one other manner the WHISKAS model is working in direction of its international aim of ending pet homelessness. It prevents dogs being returned to shelters as a consequence of incompatibility and permits potential pet dad and mom to search out their good adoptable cat as a substitute.
Says Ragan: “Wherever people are searching for their ideal low-maintenance dog, we’re making sure they meet a Meowzer instead. By intercepting common search terms, the Meowzer is presented as the answer to every ‘impossible’ dog search.”
Based on their digital footprint, customers are served quick content material movies created with manufacturing accomplice, BUCK, which reveal the Meowzer to be the right reply to their search.
Meanwhile on social, The Meowzer was launched to the world by influencer Elias Weiss Friedman of The Dogist, whereas in style audio creator Puppysongs created a Meowzer tune to kick off #Meowzer on TikTok.
As the marketing campaign rolls out they are going to be joined by extra canine and cat influencers, each with the united aim of serving to adopters discover the best pet, with all on-line exercise supported by outside posters and digital OOH.
@madmax_fluffyroad This canine breed is known as a Meowzer. It cleans itself, walks itself, by no means barks, and you’ll simply depart it at home. Pls undertake a Meowzer (hyperlink in bio), but when you have already got one use this @puppysongs to create your personal Meowzer music video. Love, Geoff #Meowzer @whiskasnz #WHISKAS #ad ♬ Meowzer – Puppysongs
All touchpoints lead adopters to the Meowzer web site, which makes use of a wise matching algorithm to precisely match potential adopters to the best Meowzers for them.
Client: Mars WHISKAS
Agency: Colenso BBDO
Production companions: BUCK and Franklin Rd
Media accomplice: Essence Mediacom
PR: Porter Novelli
