US – While sensory marketing is typically directed towards humans, cat food brand Whiskas is introducing an advert that uses sound to market directly to felines. The Purr More spot is created by advertising agency BBDO and features music by US National Symphony Orchestra cellist David Teie – an animal composer whose work has been scientifically proven to reduce stress levels among cats.
Alongside the advert’s soundtrack, Teie has also devised an accompanying playlist, available to stream via Spotify and YouTube. He explains: ‘Cats listen to sounds at different frequencies to humans, so we’ve created a piece of music that appeals to their unique audio range.’ In a similar vein, we’ve previously identified how dog food brand Jinx is taking a direct-to-pet approach with its scented billboards designed to attract canine noses.
While LS:N Global has been tracking the rise of sense-hacking in marketing to humans, Whiskas’ campaign provides inspiration for how sensory cues can similarly be used to target furry friends.
Strategic opportunity
Petcare brands have an opportunity to capture the attention of domesticated animals through multi-sensory communications. In turn, pet owners could engage more with adverts or activations that have direct appeal to animals
