The creative, from BBDO, has the theme “What Cats Want” and includes TV, print and social media. It “playfully celebrates the unique bond between cats and their owners,” according to the company. “When cats turn on the charm, owners are powerless to resist.”
TV includes the the '80s hit by REO Speedwagon, “Can’t Fight This Feeling.” It shows a couple getting amorous only to have the man’s cat give him “the look” because the cat hasn’t been fed.
Featuring a male cat owner as the “hero” is unexpected, says Mindy Barry, marketing director, cat brands, Mars Petcare.
The Sheba brand truly understands and appreciates the relationship between cats and their owners better than anyone,” Barry tells Marketing Daily. “We are trying to appeal to all cat owners and connect with these consumers through the humorous portrayal of the love between a cat and its owner.”
The work supports two new products in the Sheba portfolio including Sheba Perfect Portions (a convenient way to feed your cat a fresh meal every time) and Sheba Meaty Tender Sticks (a premium treat, made with real meat).
Both 15-second and 30-second spots broke this week on programs like “House Hunters” and “Conan.” Next week, spots will start running on network programming with programs like “NBC Macy’s 4th of July Fireworks” and “Days of Our Lives” on NBC. Print will run starting July 4 in titles including InStyle, O, The Oprah Magazine, PeopleStyleWatch and Cooking Light.
“The Sheba brand, like cats, is sophisticated, charming, magnetic, and elegant, but with a wink of irreverence,” Barry says. “Our advertising has a sleek look and feel, features a beautiful Russian Blue cat and showcases our innovative packaging format, which helps us break through the clutter.”