Whiskas lacked a meaningful purpose; moreover, global and local teams were disconnected, leading to inconsistent brand communications.
Kantar uncovered white-space territory, focused on the notion that cat owners recognize and celebrate their cat’s true nature, distilled in the purpose: 'Nurture Nature'. Used purposeful positioning methodology Global-Localizer™ in three key Whiskas markets to test this purpose and give it more meaning on a global and local level.
Whiskas was able to use the new purpose as the 'North Star' - a way to reorient all parts of the organisation, from product formulation to CSR campaigns.
Whiskas increased its brand awareness, enjoying 10,000 social media uploads/donations during the “Pledge a Paw” campaign.
Its “There is a big cat in every little cat” advertising campaign, built from the new purpose, won two Silver Cannes Lions and unlocked business growth.