Is Whiskas’ new John Lewis-style autism tale selling more catfood or more kittens?

Mars’ Whiskas is launching a new global campaign – ‘Feed their Curiosity’ – with a true story about autistic girl Iris and her new kitten Thula (cats are notoriously curious, of course).

Iris was locked in her own world until Thula arrived. By AlmapBBDO.

We’ve been here lots of times and, among other things, such treatments invite the question: does it sell more product?

No idea whether this will or not but it won’t do Whiskas any harm. It’ll probably sell more kittens.

Impeccably realised, in the John Lewis class for measured heartstring tugging.

MAA creative scale: 9.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.