Whiskas, part of Mars Inc., is further strengthening its commitment to feline well-being with a new initiative aimed at bringing more joy to cats and their owners. The project is Purradise, a one-day immersive pop-up event taking place in London ahead of International Cat Day.
The campaign was developed in collaboration with AMV BBDO, Weber Shandwick, EssenceMediacom, DOOH.com and GroupM OOH, and builds upon the Purr More brand platform launched in 2021. The goal is to place Whiskas products at the very heart of feline happiness, promising more purrs with every meal.
For one day in central London, visitors will be able to explore six themed zones, each linked to a specific type of feline personality and a Whiskas product. Aroma Island will feature scent-based games, Pamper Plains will offer relaxing massages, and Gravy Lake will serve delicious treats, with each zone designed to highlight a different aspect of feline happiness.
Based on fresh consumer insights, such as the finding that a third of cat owners (35%) believe cats are easier to understand than people, while 41% value their cats more than humans, Purradise connects the Whiskas brand purpose with its audience through storytelling. The event also includes the Whiskas Purrsonality Quiz, created in collaboration with Dr. Tammie King, a cat behaviourist from the Waltham Petcare Science Institute. The research identified six feline personality types, and through the quiz, owners can discover their cat’s dominant personality type, which is then matched with the ideal Whiskas product and its corresponding “world” within Purradise.
Purradise is a multi-million-pound campaign designed to deliver a fully immersive 360° consumer experience. It will be activated through digital channels, social media, radio, OOH, PR, and in-store activities. Social ads of 20, 15, 10, and 6 seconds will be complemented by radio spots transporting listeners to a bustling train station, where a magical announcement heralds the imminent departure of the Whiskas Express to Purradise.
A highlight of the campaign will be a 3D DOOH experience, executed by creative production studio DOOH.com. Installed at iconic locations such as Ocean Outdoor’s Piccadilly Lights London, the DOOH screens will feature a QR code guiding pet lovers to an interactive game. In the game, participants will “travel” through the lands of Purradise and have the chance to win numerous prizes.
“Purradise exemplifies the feelings that cats experience upon tasting the high quality and delicious offerings from the Whiskas range,” said Annie Argyle, European Brand Director at Whiskas. “The ‘purr’ is the number one sign of cat enjoyment and happiness. Purrs are hard-earned, but a sign of ultimate satisfaction for owners, therefore, with this campaign we wanted to take cats (and their parents) on a new sensory journey, turning each mealtime into a memorable experience that is both rooted in happiness and adapted to their individual preferences and needs.”
