WHISKAS®: designing the digital gateway to Purradise™
A leading brand in the European pet food market, WHISKAS® asked the MARS Petcare team at SWC to support the launch of their Purradise™ promotion, a global brand activation designed to strengthen awareness, engagement and affinity to the WHISKAS® brand. Our role was to develop a dual-phased, international multimedia campaign, driven by a targeted eCRM programme, to bring this brand-new, new brand world to life.
The challenge
One of the primary challenges of this project was delivering a consistent and engaging brand narrative across three European markets, in three languages, each with their own distinct cultural nuances. In addition, the team had to navigate increasingly crowded subscriber inboxes, to ensure our communications not only cut through, but stood out enough to inspire a click – and convert. Another critical challenge was to inspire audiences to explore the six distinct lands within the world of Purradise™, and encourage them to actively engage with the brand by taking part in the promotions.
Throughout the campaign, we focused on preserving the playfulness and strong emotional connection that has long been at the heart of the WHISKAS® brand, ensuring that all messaging remained authentic and true to its identity.
Deliver a consistent brand narrative across three markets and different languages
Cut through inbox noise and outperform competing communications
Encourage consumers to explore the Purradise™ world and enter their country’s competition
Preserve the playfulness and connection at the heart of the WHISKAS® brand
Our solution
We created a distinctive look and feel to bring the brand universe to life through digital-first storytelling. This included rich-media assets designed to spark curiosity, increase click-throughs and convert interest into active engagement and participation.
Alongside the creative platform, we delivered all copywriting and transcreation, ensuring that tone, language and cultural nuances were adapted for each market while remaining unmistakably aligned with the WHISKAS® brand.
Creative concepting and art direction
Production of a multi-asset email and landing-page toolkit
Copywriting and transcreation for audiences in France, Germany and the UK
Conversion-focused messaging shaped by brand and behavioural insights
Promotional, survey, gamification, out-of-home, in-store and online elements
The results
The campaign delivered strong engagement across all territories, including email open rates of up to 44% (well above industry benchmarks), and drove high-quality traffic to the Purradise™ experience. Consumers interacted with, and shared, their personalised results in significant numbers, as well as taking part in the gamified competitions. SWC’s approach helped establish the Purradise™ campaign as a standout initiative within the petcare category, supporting long-term brand affinity and repeat purchase.
We were thrilled when the campaign was greenlit for a second phase reboot. Bring on the purrs!
What Our Client says
"The team is very hands-on with every project and develops best-in-class content. They fully dive into our brands to understand their uniqueness and help them go further. Fast turnaround time with top quality."