The effort runs on the premise that while people think dressing their cats up as Santa’s little helpers is funny, the cats themselves don’t
Pet treat provider, Temptations, has rolled out a marketing push dubbed #SaySorry to promote its feline product line in conjunction with the upcoming Christmas festivities. The effort runs on the premise that while people think dressing their cats up as Santa’s little helpers is funny, the cats themselves don’t.
As such, the brand has created a sentimental campaign featuring online and print media which invites cat owners everywhere to apologise to their pets using Temptations treats as a heartfelt gesture to convey the message and help the ‘aggrieved’ animals forgive and forget.
In an effort to tug at its consumers’ heartstrings, the video is set to the iconic song, Sorry Seems to be Hardest Word, while the reactions of the featured cats contained in the clip are meant to spark laughter. The initiative was developed by London-based creative agency, adam&eveDDB to include 30- and 60-minutes video spots.
Each features perturbed felines outfitted in everything from elf costumes to Christmas sweaters, with a voiceover and copy that suggest an apology is in order. The treats are being advertised as the best way to say sorry without having to utter a word. Print ads are due to run in women’s interest magazines through the end of the year.
“Pet owners spend more than $5 billion on their pets during the holidays. We want to give them a little extra love with treats and toys. They might even choose to dress them in their holiday best, even if their furry friend isn’t crazy about the choice of wardrobe,” said Arren Beach, Brand Manager of Temptations.
