THE SECRET TO HAPPY CATS

BRIEF

Unless your name is Doctor Harry or Dolittle, the average pet owner can only dream of talking to animals.

It’s little wonder, then, that signs of stress and anxiety in cats and dogs are often misunderstood as bad behaviour.

With up to 77% of pet owners reporting that their furry friends suffer from stress and anxiety, Feliway wanted to decipher the communication breakdown that leads to unhappy pets.

STRATEGY

Feliway partnered with Registered Veterinary Specialist in Behavioural Medicine, Dr Kersti Seksel, to develop a pheromone-based diffuser and spray to help calm cats.

Although scientifically proven to help get cats back to their best, the science didn’t speak for itself.

What was needed was a simple way to convey the inner feelings of frequently freaked out felines.

SOLUTION

The secret to happy cats – a series of intimate moments between pet parents and pets, translating the common signs of cat misunderstandings like hiding, spraying and excessive scratching.

And with 15% of owners leaving vet clinics each year due to problem behaviours in their pets, Feliway developed The Stress Management Program by Ceva to educate staff.

The campaign was supported by pamphlets designed to create the best in-clinic experience, as well as new packaging.

 
 
 

EFFECTIVENESS

On YouTube alone, the cat misunderstanding videos have hit 170K views, with National TV numbers yet to be tallied.

Now in its seventh year, The secret to happy cats campaign has evolved into Dog Misunderstandings for sister brand Adaptil – evidence that Feliway is not only scientifically proven, but also creatively.

 
 

Agency: AFFINITY • Role: Ideation, Creative Development, Copywriting, Scriptwriting • Production: Foxtel