The campaign sees the launch of adam&eveDDB’s new ‘All It Takes Is A Shake’ global brand line for the Mars, Incorporated-owned brand, which launched initially in the UK in January 2019, and will be followed by the US, Australia and Europe later in the year. In a series of TV and online videos called ‘Cat Borrowers’, non-cat owners are shown exploiting the irresistible power of Dreamies to win the affections of their neighbours’ cats.
In one spot, a girl whose mother won’t let her have a cat is shown luring a handsome Calico in through a window with just one shake of Dreamies. In another, a would-be lothario uses the Dreamies pack shake to tempt some neighbourhood cats onto his sofa so he can seem more attractive to his cat-loving date. The third ad features an elderly nosey neighbour who uses Dreamies to get cats over to visit.
The ‘Cat Borrowers’ campaign is being integrated across channels, running on television and online, and backed by sampling and point-of-sale materials.
Chris Rodi, Marketing Director, Mars Petcare UK said: “As all pet lovers know, cats can be fussy when it comes to showing their affections – until they hear the irresistible Dreamies pack shake. This new campaign will strike a chord with cat owners – and cat borrowers – about the best way to win over feline affections. adam&eveDDB has brought our new Dreamies brand proposition to life in a way that cat owners will find all-too relatable – we only ask that consumers use Dreamies in a responsible way.”
Richard Brim, Chief Creative Officer at adam&eveDDB, said: “All cat owners wonder what their cat gets up to, but deep down they know. They’re at the neighbour’s. Cat borrowers are everywhere. It’s a brilliant truth, that’s made for a really disruptive campaign. If you don’t have a cat, borrow one.”