Ad Nut
Mar 27, 2024

Meowzer, the perfect pet for dog lovers

Whiskas suggests what many dog lovers are looking for is really a cat in this BBDO Colenso campaign supported by EssenceMediacom.

As Ad Nut's followers surely know by now, this author simply can't get their head around humans utter fascination and blind adoration for the murderous beasts known to them as 'dogs'. Despite all of Ad Nut's attempts to raise their heinous and sadistic crimes against squirreldom, there can never be a fair and just trial if humans are involved. Too biased, too deeply in love.

So much so, that if humans talk of their 'loyal companions' and 'furry four-legged friends' it's left unsaid that only one pet species enters their brains: murderous beasts dogs.

Fortunately, in this misguided world of unconscious bias, we have strong commercial interests ready to take up the mantle of addressing bias and take a stand for what is right (and more profitable). 

Hence, Mars cat food brand Whiskas has teamed up with Colenso BBDO in New Zealand to point out that those looking for their ideal dog (one that walks itself, doesn't bark, self-trains and cleans itself, and is happy in an apartment) really should consider a cat. And to further sharpen their claws around the message, they've rebranded the cat as a 'Meowzer'.

“The amount of searches for ‘lazy dog breeds that can be left alone’ has doubled in the past year, and is predicted to increase another 50% by the end of this year,” points out Whiskas New Zealand’s, Bianca Malcolm.

“Wherever people are searching for their ideal low-maintenance dog, we’re making sure they meet a Meowzer instead," adds Colenso BBDO group creative director, Kimberley Ragan. "By intercepting common search terms, the Meowzer is presented as the answer to every ‘impossible’ dog search.”

The campaign serves users short content films based on their digital footprint. Meanwhile, dog-loving photographer and author Elias Weiss Friedman, who is also the founder of The Dogist, helped introduce 'The Meowzer' on Instagram to his 7.2 million dog-loving followers on Instagram. In future, more dog and cat influencers will join the campaign supported by out-of-home ads. 

In a world where we are making strides to recognise diversity and inclusion, it's a shame that we have disguise one's true self for a more Instagrammable persona. Which is exactly the point here. 


A post shared by The Dogist (@thedogist)


Client: Mars Whiskas
Agency: Colenso BBDO
Production partners: Buck and Franklin Rd
Media partner: Essence Mediacom
PR: Porter Novelli New Zealand

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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