Overview
WHISKAS®, one of Mars Inc.’s leading global cat food brands, launched the “Guardians of the Purrs” campaign in April 2024, aimed at combating animal mistreatment and abandonment.
The brand challenged Imagem Corporativa to amplify the communication campaign by introducing innovative ideas that combined traditional PR with Brand PR strategies. Given WHISKAS®’s wide-ranging audience across Brazil, precision in messaging and proposed actions was critical.
One of the key initiatives developed by Imagem Corporativa was the creation of a children’s booklet titled “The Mystery of the Purr.” The agency also curated a squad of digital influencers for the campaign—including Pai dos Gatos, Fê Tumas, and Déia Freitas—handling their hiring, briefing, and coordination of activations. Additionally, Imagem Corporativa developed a brief for Spotify content, featuring a spot for the podcast Não Inviabilize, resulting in a comprehensive 360º campaign for the client.
Objectives
- Purpose-driven branding: Highlight WHISKAS®’s commitment to combating animal mistreatment through awareness and sensitivity initiatives.
- Education and awareness: Raise awareness about identifying animal mistreatment and educate the public that such acts are criminal. Disseminate information on key reporting channels.
- Connection with pet owners: Foster a sense of identification and connection between pet parents and the brand.
Campaign
Orange April is an international campaign aimed at educating and raising awareness about the various types of animal mistreatment, including abandonment, neglect, and physical or emotional abuse.
In alignment with this cause, WHISKAS® launched the “Guardians of the Purrs” campaign, centered around the theme: “Less Mistreatment, More Purrs.”
The campaign’s initiatives included:
- Spaying approximately 200 cats from partner NGOs.
- Creating an educational booklet about animal mistreatment.
- Publishing a children’s booklet, distributed for free at the Biblioteca Parque Villa-Lobos on April 6 and 7, 2024, and available online at: https://www.whiskas.com.br/menos-maus-tratos-mais-ronronados.
“Guardians of the Purrs” is more than just an awareness campaign; it’s an opportunity to reflect on our relationship with animals and take concrete steps to protect and care for cats and other vulnerable pets worldwide.
Results
- The booklet distribution was completed in record time, with all copies handed out in just one hour per day.
- The campaign engaged over 3,000 people at the Biblioteca Parque Villa-Lobos during the two-day activation.
- Exclusive coverage on Brazil’s leading cat-focused blog: the Gatices column in Folha de S.Paulo.
- The campaign runs throughout April 2024, and final results from press coverage and social media, including influencer marketing actions developed by Imagem Corporativa, are still pending.
