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Whiskas begins Cat Calm Radio promotion
By Adnews Staff
Mars Petcare has begun a promotion for its Whiskas brand of cat food to coincide with "Take Your Cat to the Vet Day" on Aug. 22. The initiative, developed by BBDO Toronto, consists of a website at CatCalmRadio.com which offers 24-hour streaming audio intended to have a calming effect on cats. According to the company, the music is intended to help reduce the stress experienced by cats during visits to a veterinarian. The content was created by David Teie, a composer specializing in music for specific animal species.
"All the music we hear is designed for humans, based on our vocalizations and development," said Teie. "Based on that understanding of composition, it only makes sense that if you use the same recipe used in human music but use ingredients that have been tailored to another species, you can create effective music for that species."