U.K. pet food brand Whiskas’ new ad campaign features music scientifically proven to de-stress cats. Written by animal composer and cellist David Teie, the calming sounds were tested on cats around the world to prove its appeal among felines. But more than accompanying the brand’s new ad, the campaign has been turned into a Spotify playlist, music video, limited-edition vinyl, and an app, which allows cat parents to record their cat’s purrs to win credit towards more Whiskas products. Whiskas is also partnering with TikTok influencers to have the songs played featured in their short videos, tapping young consumers’ desire to interact with brands and products across platforms. Recent YPulse data also shows that 76% of 20-38-year-olds in the U.S. have a pet, making Millennials unquestionably the target market for pet brands everywhere. (Campaign)
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