If dog owners usually prepare for weeks for the arrival of a puppy, cat owners tend to be launched without a network. Under this premise Whiskas He has presented his new global campaign: “The Purcast”a series of content in format podcast but “driven” precisely by the cats themselves. The idea is designed to accompany the new owners in their first doubts, fears and moments of confusion.
Created by the AMV BBDO agency in collaboration with Mars Pet Nutrition, the initiative converts a growing need – the increase in cat adoptions by millennial households and gene z- in a Useful entertainment format and adapted to digital language. And he does it without giving up humor or creativity: episodes are starring Caspur, a veteran cat, and Agnes, a newcomer enthusiast, who address issues such as what a kitten should eat, what can drink or how to understand their strange behavior.
“The Purcast is more than content, it is a survival guide for those who face chaotic but adorable kitten stage for the first time”explains Chris Rodi, Global VP in Mars Pet Nutrition.
To develop this campaign, Whiskas analyzed thousands of real questions of new cat owners in social networks, seekers and customer service channels in Europe, Latin America and Southeast Asia. The result is a content that responds exactly what users are asking, but with the tone, aesthetics and the format they expect to find in Tiktok, YouTube or Spotify.
“We did not want to sound like an instruction manual. We wanted to help, but make it entertaining, without seeming that we give a lesson”says Will Brookwell, of the creative team of AMV BBDO.
As explained by the agency in a statement, the format is modular, adaptable and with long -term vision. Although it starts in the United Kingdom, the campaign has been designed to climb and regionalize.
Each episode is recorded from the sofa of its owners, in a lounge full of toys, skiders and mullidas blankets, adding a warm and realistic tone to the pieces. The contents are already underway on platforms such as Instagram, Tiktok, YouTube, Facebook, Reddit and Spotify, and all episodes are also available on the British Whiskas website.
“The Purcast” is an example of how Branded Content It can be a fun experience and a useful tool if built from the real insight and adapts to the cultural consumption of the moment. Whiskas has thus opted for an accessible narrative, short episodes and endearing characters, aligning the brand strategy with a generation that seeks quick responses and also cat memes.
With this movement, the brand not only responds to a growing need, but reaffirms its position as a reliable ally in the early stages of feline life.
