Thailand ranks highly when it comes to the percentage of households owning a cat, yet many cats across the country aren’t being fed meals that are nutritionally complete. WHISKAS, a Mars Petcare brand, has tackled this by creating the world’s largest ever ‘Lucky Cat’ statue to highlight that cats who do eat a 100% complete and balanced diet are lucky.
The Lucky Cat is a widely recognised symbol of good fortune across South East and Eastern Asia. To bring this to life and link luck to nutrition, WHISKAS, in partnership with AMV BBDO, created the world’s largest purple Lucky Cat statue in the middle of Bangkok’s Siam Square. The 10-metre statue, made of fibreglass and complete with a fully operational waving arm, was unveiled by popular Thai celebrities, TV stars and cat lovers, including veterinarian Earth Pirapat and actor and singer Mix Sahaphap, together known as EarthMix. The governor of Bangkok, Chadchart Sittipunt, was also in attendance.
Underlining the brand’s message that: A WHISKAS Cat is a Lucky Cat, highlights from the cross-channel campaign include:
- Digital OOH, a tiktok anthem, bespoke sample packs and extensions across DOOG, social and through 30+ creator partnerships, including Supha Sangaworawong (@est_rvp)
- The chance for visitors at the launch to play a lucky cat game and the opportunity to win their own miniature WHISKAS® lucky cat to take home
- Mini statues appearing on shop counters and in windows across Thailand
- A UGC competition with prizes including a mini lucky cat statue and a selection of monthly, three-monthly and year-long supplies of WHISKAS® – people need to post a picture of their cat doing an impression of the WHISKAS® Lucky Cat wave for a chance to win
Victoria Gell, global marketing manager at WHISKAS said, “As a global leader in cat nutrition, we’re incredibly proud to be launching WHISKAS® Lucky Cat in the heart of Bangkok. 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.”
Andre Sallowicz, creative partner at AMV BBDO said, “The Lucky Cat has long symbolised good fortune. We made that fortune real for every cat, through proper nutrition. A WHISKAS® Cat is a Lucky Cat.”