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.

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