Sheba: Dogs have owners, cats have willing staff

Sheba, a cat food brand by Mars Incorporated, replaced its previous earnest, serious campaign tone with something more humorous, which led to Sheba becoming the number one wet cat food brand in Australia and Europe.

Campaign details

Brand: ShebaClient:Mars PetcareAgency: AMV BBDO

This paper is about helping a pocket rocket of a global brand go from good to great by ending the historic madness of communications and fundamentally redefining what the brand stands for.

We ran to the aid of irritated cat owners everywhere who are fed up of having to justify their love of cats to a world that doesn't understand them.

By doing this we got to work that puts cats on the pedestal they deserve and appeases cat owners all around the world by portraying the wonderfully...

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