MEOWZER

Everyone wants a dog. But people’s lives have changed in ways that don’t always align with responsible dog ownership. Search data reflects this, with people searching for impossibly low-maintenance dogs: that don’t need exercise, training, or can stay home alone, inside a small apartment. So, WHISKAS created it – The Meowzer. By rebranding shelter cats as Meowzers, we showed the world that everything they’re looking for in a dog, can be answered by a cat. By cross-referencing their digital footprint and search terms we intercepted searches for dogs and presented the Meowzer.