Whiskas Gives Us A Glimpse of 'Purradise' in New AMV BBDO Campaign

Pet food brand Whiskas has launched a new global campaign designed to bring feline happiness to life.

Made together with agency AMV BBDO, "Purradise" harps on the brand’s mission to make every cat purr more through tasty meals.

Marked by a hero spot, the campaign features six distinct "lands," each representing different types of cats, as well as their needs and preferences.

These include: 

• The Inquisitive Cat (Aroma Island)
• The Independent Cat (Gravy Lake)
• The Easy-going Cat (Surf and Turf Land)
• The Active Cat (Feather Valley)
• The Playful Cat (Mount Crunch)
• The Pampered Cat (Pampered Plains)

Notably, "Purradise" highlights Whiskas wide product range, which now includes the new "Aromatic Selection" designed to offer a sensory experience for both cats and their owners.

In a statement, Whiskas Europe Brand Director Annie Argyle shared why the "purr," plays a central role in the campaign:

Apart from the spot, "Purradise" will include interactive experiences — including a fun digital game and a chance to win prizes — making it a 360 consumer experience pets and pet lovers are sure to enjoy.

Radio spots and out-of-home (OOH) ads, including an interactive QR code in locations like London’s Piccadilly Circus, will also be part of Whiskas' overall brand marketing strategy.

Welcome to 'Purradise'

The 20-second spot opens with a pet owner opening a pack of Whiskas for her feline friend.

The cat is then transported to "Purradise," where she makes her first stop at Gravy Lake. 

Here, she sits comfortably on top of a mouse-shaped boat, as faucets of gravy fill up the lake. 

Next, she makes a visit to the Aroma Island, where she is surrounded by bubbling pots of Whiskas cat food. 

Lastly, she makes a stop at the Surf & Turf Land, where chickens run free and fish splash around. 

"Whiskas: Take them to 'Purradise,'" the narrator says, as the spot ends. 

Previously, adam&eveDDB and IAMS put up an inflatable dog in the Chicago Thanksgiving Parade for an awareness campaign.