Effem begins new Whiskas campaign
By Adnews Staff
Effem Canada of Toronto broke a new campaign yesterday for the Whiskas brand of cat food. The campaign, called "Only Cats Can be Cats," was created by TBWA. The three television commercials demonstrate ways in which cats can get away with behaviour that would not be acceptable in people. "This campaign exemplifies cat ownership through the eyes of the owner," said Mark Biernacki, senior writer at TBWA. "In a category that has been generally safe and predictable, we tried to create something fresh and ownable that would demonstrate how Whiskas understands the unique relationship that exists between cats and their owners. We are very proud of how this campaign connects with people on a personal level and we are confident that the audience will feel that connection as well." The national campaign will run in English and French.