Whiskas

Young Ones 2026
A lifetime of playing videogames – 6+ hours watching cozy Twitch streams – 2 weeks of catsitting a hairless cat named Chi Chi

Background
Whiskas wants Gen Z pet parents to choose their brand by showing that cats who eat Whiskas live longer, happier lives.

Problem
Finding the right pet advice on social media is like picking the lesser of a thousand evils. Every option either points to you being a bad pet parent or fast-tracking your pet’s untimely death.

Insight
The outside world is more dangerous than what’s in the food bowl.

Strategy
Comfort food for cats.

Idea
A cozy, choose your own adventure game for cat parents to play with their pet. When they purchase Whiskas, they're entered for the chance to have their very own cat star in the ultimate adventure.

Play the game

Online, everyone has an opinion


Food is a polarizing issue for cat owners.

Simple questions like “what should I feed my cat?” or “is wet food better than dry food?” are met with comments shaming responsible cat owners for even asking the question.

“Some people actually love their pets and feed them better food to keep them healthy. But to each their own, I guess.” – Reddit user

“Just like humans, junk food is good. Oh wait, they become obese and get health issues... just like cats.” – Reddit user

Outdoor cats eat poop


Stray and feral cats don’t have the luxury of regular feeding times. They’re stuck scrounging for tasty morsels amongst a sea of broken glass, bugs, and poop.

The outside world is more dangerous than what’s in the food bowl.

Cats and Gamers: a match made in heaven


Cats offer security and companionship to their humans. But for many people, that need for comfort extends beyond their pets.

Video games have increasingly become an escape for hundreds of millions of people across the US.

57% of gamers play cozy games to relax and unwind from the stresses of every day life.

These games are often played alongside their cats.

Whiskas is comfort food for cats


Whiskas is criticized as being “junk food for cats”, and compared to massive fast food brands like McDonald’s. 

Good.

After hours on the road, the golden arches represent a moment of rest and a tasty morsel. Millions of people share sighs of relief when they see signs that comfort food is just an exit away.

Whiskas gives that feeling to cats.

Go Home, Archie!


Life is stressful for cats and owners alike. At the end of the day, all they need is a trusted source of relaxation.

To make Whiskas stand for reliable comfort for cats and cat parents, we created Go Home, Archie! 

A cozy game for pet owners to enjoy with their furry friends.

Play the game here

The Team: Caleb Driesman (Copywriter) | Gabe Glassmann (Brand Manager) | Max Dotson (Art Director)







Please enjoy more photos of cats