Whiskas was losing market share. Cat numbers were declining and dogs were ruling the roost. Yet at the very same time, cats were starring on YouTube and the subject of countless social conversations. We tapped into this hugely positive sentiment by creating an online community for cat lovers. To get involved all you needed to do was pledge your cat’s love for Whiskas – and be rewarded with a free sample of the new Whiskas Oh So… range. As the brand behind restoring cat pride, we converted cultural and social value into sales.