The relaunch of Whiskas’ “Tasty Textures” cat food in Australia by Mars Pet Care features a new animated 3D purple cat that has so far appeared in two of its televised ads as well as establishing an online presence at a website dedicated to the product and its new mauve mascot, dubbed The Cat Lounge.
Instead of the usual feline actors, the brand seems to have made some cutbacks by focusing on one active human character with a CGI kitty-companion in one of its commercials shown here. This new purple ‘spokescat’ makes another appearance at a new interactive site for the product that is currently being developed that also allows online visitors to collaborate in its process.
At The Cat Lounge, human fans of the Whiskas brand can find downloadable treats created especially to be used with Windows Live Messengers that include Purple Cat winks, profile pics, backgrounds, and even emoticons of the brand’s new virtual kitty.
Developed by Whybin TBWA in Melbourne, Whiskas’ CGI direction is an unsurprising one in coping with today’s economy, but this newest campaign would surely be seen as a real sucker punch for struggling feline actors.