Here’s an award-winning tale of how Amazon and Whiskas reinvented the ecom giant's cardboard delivery boxes as media – and a play centre for cats – in a bid to woo younger cat owners away from upstart challenger brands nibbling away at market share. They turned every medium and large size Amazon delivery box for two months (“low hundreds of thousands”) into branded cat castles, offices and… rollercoasters. They also wrapped in targeted ads across Amazon’s ad network, plus a branded DTC storefront. It worked, sending sales soaring 70 per cent, with afterburners for the rest of the year while flipping branded search declines into reverse. But there’s more meat in this can: Whiskas will this year launch a major brand overhaul designed to woo the under 45s amid a share war Mars Petcare Portfolio Marketing Director, Camille Shepherd, says has are distinct parallels with craft beer. She’s joined on the mics by EssenceMediacom’s Sophie Price and Michelle O’Brien.

Here’s an award-winning tale of how Amazon and Whiskas reinvented the ecom giant's cardboard delivery boxes as media – and a play centre for cats – in a bid to woo younger cat owners away from upstart challenger brands nibbling away at market share. They turned every medium and large size Amazon delivery box for two months (“low hundreds of thousands”) into branded cat castles, offices and… rollercoasters. They also wrapped in targeted ads across Amazon’s ad network, plus a branded DTC storefront. It worked, sending sales soaring 70 per cent, with afterburners for the rest of the year while flipping branded search declines into reverse. But there’s more meat in this can: Whiskas will this year launch a major brand overhaul designed to woo the under 45s amid a share war Mars Petcare Portfolio Marketing Director, Camille Shepherd, says has are distinct parallels with craft beer. She’s joined on the mics by EssenceMediacom’s Sophie Price and Michelle O’Brien.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Thinking outside the retailer media box: How Mars Petcare turned Amazon deliveries into a reach play, boosted Whiskas ecom sales 70 per cent, flipped search declines

Advertisement