Meowzer
Whiskas · 2024
1 award: Cannes
Strategic insight
People aspire to dog ownership but live lives incompatible with it. By meeting them in their search for an impossible dog and offering a cat instead, Whiskas repositioned feline adoption as the realistic choice for urban, time-poor households.
The Format
Search interception as the primary creative format: overlaying users' digital footprint against search behavior to serve the Meowzer to anyone searching for low-maintenance dog breeds. The format itself—meeting intent at the moment of active, specific need—becomes the persuasion mechanism.
Earned Reach
11.9M impressions, with 7.6M video views in a nation of 5M people. Influencer content (notably a major dog creator posting about a cat for the first time) drove 88% of Meowzer video engagement, generating organic reach far exceeding typical shelter campaigns.
