TEMPTATIONS™ brand manager, Arren Beach, says that, “Pet owners spend more than $5 billion on their pets during the holidays.” For Temptations, a Mars brand for cat treats; the holidays are a perfect opportunity to spend solid advertising dollars on a marketing campaign to entice pet owners to buy little treats for their furry friends. This year, Temptations #SaySorry Campaign spoke to customers in the best way possible.
All pet owners’ love seeing their pets happy. Many brands, like Pedigree, focus on promoting healthy pets are happy pets for their marketing campaigns. This is, of course, the obvious way to pull customers into buying healthy food and treats for their pets. In recent years, using pet’s happiness has carried over into the beer industry as well. Budweiser is one beer company that has created some notably tear-jerking advertisements during their launch of the #FriendsAreWaiting campaign back in 2014.
As a way to raise awareness for Global Be(er) Responsible Day, Budweiser showed a video of an owner’s pet being one of the “boys.” Towards the end of the video, the owner goes out drinking with friends and leaves his buddy at home worried sick that his owner will never coming back. Moral of the story – next time you go out, be sure to make a plan to get home safely because your friends are counting on you.
Even though we all love a good dog commercial to lighten up our bad days, cats are beginning to gain popularity for online advertising. Grumpy Cat® became an Internet sensation on Reddit back in 2012, which played into the common perception that cats are, simply, grumpy. After 3 years, Grumpy Cat memes are still popping up everywhere. This holiday season, TEMPTATIONS kitty treats’ #SaySorry campaign played off of the Grumpy Cat persona and won.
TEMPTATIONS “#SaySorry for the holidays” video advertisement shows a reel of cats dressed in holiday outfits looking absolutely pissed. Unfortunately, cats don’t share the same elation as you do when it comes to dressing up. As a way to mitigate the kitty populations’ frustration, the Temptation’s #SaySorry video suggests you apologize for dressing your kitty up in silly outfits by giving them cat treats.
For a $5 billion industry, Temptations captured their audience in very creative way this holiday. Their print and video advertisement plays into the deep-down guilt that cat owners may have for dressing up their cats in cute holiday outfits. Brand manager, Beach, says, “The light hearted campaign is aimed at any and all cat parents who adore their feline friends.” He goes on to say, “We believe the creative will resonate with cat owners as we’ve all though about how cute our cats would look as Santa’s secret helper. Though it may be hilarious for us to dress up our cats, we know our cats don’t enjoy it quite as much and deep down, we may feel a little guilty. This approach enables the video to stand out during the busy holiday season in the advertising industry.”
