Temptations appeals to even the coolest of cats

Mars Petcare brand Temptations has expanded its offerings with two new product launches, Temptations Lickable Spoons treats and Temptations Wet Cat Food that are that are 'purrrfect' for enhancing mealtime and creating new bonding experiences.

With the launch of these two new irresistible products, the brand has launched ad campaigns for each, building upon their 'Cats lose their cool' brand platform - led by creative agency adam&eveDDB London.

Trend analysis uncovered that cat owners often poke fun at their cats’ independence and coolness. The campaign leans into this insight by playing on common pop culture tropes to position cats as independent, aloof and too ‘cool’ to spend time with their owner... That is until the irresistibility of Temptations draws them in, breaking down the barrier of even the coolest of cats.

The new campaigns will support the new Temptations Lickable Spoons available at retailers throughout the US and Temptations Wet Cat Food exclusively available at Walmart through Summer 2024, then available throughout the US.

For the launch of Temptations Lickable Spoons, a new lickable treat innovation that enhances the treating experience between cat and cat parent, “Teenage DJ Cat” taps into the typical “too-cool” archetypes of a teenager. More interested in music and DJing, the teenage cat is reluctant to spend time with their uncool parent until presented with a new and irresistible Temptations Lickable Spoon.

To continue the brand’s moves into the main meal category, it has also introduced new irresistible Temptations Wet Cat Food. The campaign creative for “Boss Cat” showcases a cat dining at an upscale Italian restaurant acting too cool for the gourmet meal presented to him. However, this all changes as soon as he's given the new Temptations Wet Cat Food - the wet food your cat will thank you for (by actually eating it).

Beginning 15 April, the Temptations “Teenage DJ Cat” and “Boss Cat” campaign will be promoted via 6-second videos on Yahoo! and social, 15-second videos on YouTube, OLV, digital, social and print ads and organic social content on the Temptations brand’s channels. It will also be supported by PR and social influencers from PR agency Weber Shandwick and paid media support from media agency EssenceMediacom.

Credits

Mars Petcare

Senior Vice President Marketing NA - Jean-Paul Jansen

Global Brand Director - Edwin Padilla

Senior Marketing Director - Lukasz Wysoczanski

Brand Associate Director - Ellora Esbrook

Brand Manager - Hannah Olson

Senior Associate Brand Manager - Annie Pulizzi

Senior Associate Brand Manager - Kristen Diaz

adamandeveDDB

Chief Creative Officer - Richard Brim

Creatives - Ben Robinson & Mike Whiteside

Creative Director(s) - Colin Booth & Ben Stilitz

Producer - Jess Middleton

Executive Strategy Director - Nick Hirst

Planning Director - Lisa Stoney

Senior Planner - Alice Wagner

Junior Planner - Lucy Wilson

Senior Project Manager - Becky Faloju

Group Managing Director - Deborah Kerr

CEO - Miranda Hipwell

Business Director - Skye Stoppani

Account Director - Kathryn Armstrong

Account Director - Alexandra Burchett

Account Manager - Pia Bhatt

Print Producer - Jaki-Jo Hannan

Print Producer - Joel Wilson

Social Creative - Judith Tulkens

Junior Creator - Robert Whitehead

Senior Business Affairs Manager - Layla Husted

Senior Legal Counsel - Tom Campbell

Asset Manager - Gemma Hughes

Commercial Director - Charlotte Haddy

Commercial Analyst - Daniel Wickings

Production Company: Smuggler

Director: Randy Krallman

Producer: GUSTAV GELDENHUYS

DOP: ERIK WILSON

Offline Editors: Marshall Street

Editor: Matt Pochettino

Offline producer: SJ O’Mara

Post Production: Time Based Arts

VFX supervisor: Ollie Ramsey

Flame Lead: Al Hammer

Producer: Jo Gutteridge and Sian Jenkins

Colourist: Ruth Wardell

Sound: Factory Sound

Sound Designer: Jon Clarke

Producer: Beth Massey

Music Supervision: Siren

Sian Rogers & Josh Gibbard

Weber Shandwick

Meg Zych - Vice President, Client Experience

Taylor Masura - Account Director, Client Experience

Kathryn Abernathy – Manager, Client Experience

Kate Dryden – Senior Manager, Client Experience

Afton Thompson - Manager, Media Relations

Jaime Castile - Senior Associate, Media Relations

Essence Mediacom

Kate Sullivan - Media Director, Planning

Ella Farruggia - Media Planner

Faith Torppey - Media Planning Supervisor

Shawn Stewart - Associate Media Director

Andrew Arena - Senior Media Planner

Katilyn Huynh - Planning Associate