Bangkok, Thailand – In Bangkok’s Siam Square, a 10-metre purple “Lucky Cat” is drawing crowds—and attention to what Thailand’s cats are actually eating.
WHISKAS, a Mars Petcare brand, has installed the oversized statue as part of a campaign linking feline nutrition to a familiar symbol of good fortune across Asia.
The move targets a disconnect in the market: while Thailand ranks among the region’s highest in cat ownership, many pets are still not fed diets considered fully balanced.
The campaign hinges on that gap. By reworking the Lucky Cat icon, WHISKAS is positioning proper nutrition as the marker of a “lucky” pet—bringing a cultural shorthand into a commercial message.
The statue, unveiled on April 3, was developed in partnership with AMV BBDO.
Built from fibreglass and fitted with a mechanical waving arm, it was introduced with the help of local celebrities, including veterinarian Earth Pirapat and actor-singer Mix Sahaphap, collectively known as EarthMix.
“As a global leader in cat nutrition, we’re incredibly proud to be launching WHISKAS Lucky Cat in the heart of Bangkok,” said Victoria Gell, Global Marketing Manager at WHISKAS.
She added, “By honouring a beloved symbol, we aim to celebrate the deep connection between people and their cats, while highlighting how proper nutrition supports their health and happiness. Our 10-metre-tall installation in Siam Square is more than a playful spectacle, it’s a reminder to cat parents everywhere that WHISKAS provides their cats with the 100% complete & balanced nutrition they deserve.”
The activation extends well beyond the installation. Digital out-of-home placements, a TikTok-led push, and more than 30 creator partnerships form part of the broader rollout.
A user-generated content drive invites owners to post images of their cats mimicking the statue’s signature wave, with prizes ranging from miniature figurines to extended supplies of WHISKAS products.
Miniature versions of the Lucky Cat have also been distributed across retail counters nationwide, reinforcing visibility at the point of purchase.
At the launch site, visitors were encouraged to interact with the campaign through games and giveaways tied to the same motif.
“The Lucky Cat has long symbolised good fortune. We made that fortune real for every cat, through proper nutrition,” said Andre Sallowicz, Creative Partner at AMV BBDO. “A WHISKAS Cat is a Lucky Cat.”