adam&eveDDB

London

Temptations - Cats Lose Their Cool

Using funny feline tropes and hard working multi-channel comms to build the Temptations brand

How the TEMPTATIONS™ brand resisted the seven deadly sins of product launches

CHALLENGE

Temptations wants to become a $1B brand by 2025 by, firstly, increasing sales of treats by $150M to $750M and, secondly, launching new dry cat food to become a $250M brand. To achieve these objectives, we knew we needed a new platform to support the product portfolio expansion outside of the original Core Pocket treats.

JUNE 2023

Cats Lose Their Cool, promotes Temptation's latest dry cat food and treats, designed to break even the coolest cats' aloof exteriors. Available exclusively at Walmart, the line includes four flavours and a contest encouraging owners to share videos of their cats “losing their cool” for a chance to win prizes. The campaign humorously highlights cats as “cool” archetypes—teens, artists, critics—whose guard drops with these treats.

INSIGHT & STRATEGY

Informed by Google Trends and social analytics, we found that cat owners often poke fun at their cats’ independence and coolness.

NOVEMBER 2023

The Christmas ad for Temptations cat treats shows a “too-cool” cat succumbing to the lure of Creamy Purrrr-ée, creating bonding moments for cat owners during the holidays. Inspired by 1970s holiday specials, the ad uses retro visuals and humor to promote Temptations’ “Cats Lose Their Cool” theme, capturing cats’ love for the treats.

CHALLENGE

In 2023, we launched a new brand platform – "Cats Lose Their Cool" for Temptations. Our integrated through-the-line campaigns and organic, always-on social media efforts have successfully won over pet parents. Our effective multi-channel communications reflect and enhance the brand's playful persona.

We designed custom social media content that prioritised specific channels and formats, following best practices to promote the platform and increase product sales. Additionally, we developed a set of regionally targeted social media posts that incorporated locally relevant and recognisable influencer tropes.

To maximise the potential of Temptations to be the leaders in social comms, we created a studio comprising of production and creative expertise to create, make and optimise best in class, social and digital content, in real time. The studio comprises of NYC & LDN resource, working to EST to ensure availability and reactive content during Mars working hours.

APRIL 2024

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.

Cats Lose Their Cool

As research reveals that cat owners poke fun at their cats’ independence and coolness, our campaign plays on common pop culture tropes to position cats as aloof and too ‘cool’ to spend time with their owner - until the irresistibility of Temptations breaks through...