FRANKLIN, Tenn., Aug. 8, 2016 /PRNewswire/ -- Today, TEMPTATIONS™ Brand launched a new online media TREAT THEM TOO™ campaign encouraging cat owners to remember their feline friends with America's No. 1 cat treat.
Created by Adam & Eve/DDB London, the campaign's first digital content release features a 1980s-style music video starring the Electric Furs – a fictitious band made up of real cats "singing" and "playing" instruments – performing a feline rendition of "Don't You (Forget About Me)" by Simple Minds. Directed by award-winning filmmaker Ninian Doff, the entertaining video takes a tongue-in-cheek look into how cats may try to convince their human counterparts to remember to treat them also.
"With only half of cat owners treating their cats1, the TEMPTATIONS™ Brand always looks for fun, creative ways to bring attention to the cat treating category," said Arren Beach, TEMPTATIONS™ Brand Manager. "The TREAT THEM TOO™ campaign uses entertaining digital content – like this music video – to showcase TEMPTATIONS™ treats and encourage cat owners to treat their cats when they treat themselves."
"Cat videos are brilliant fun, and millions of people watch them every day," said Richard Brim, executive creative director at Adam & Eve/DDB London. "In order to reach that audience, we made a music video starring the Electric Furs, with one simple message – reminding cat owners to 'TREAT THEM TOO.' "
Live now on TEMPTATIONS™ Brand's Facebook and YouTube channels, the "Don't You (Forget About Me)" video remake includes one long-form edit and one 30-second spot, and will have shorter video cut downs for release on TEMPTATIONS™ Brand's social channels in the coming weeks. The video will be supported by a number of integrated marketing efforts, including creative digital content, social media posts and partnerships on popular platforms such as the Snapchat Discovery and BuzzFeed.
About the TEMPTATIONS™ Brand
TEMPTATIONS™ treats are America's favorite cat treats* and offer a fun, playful treating experience for both cats and their owners. With a one-of-a kind, patented texture that's crunchy on the outside with a soft, meaty center, a shake of the bag is all it takes to make your cat's mouth water! Look for TEMPTATIONS™ Treats for cats nationwide where pet food is sold. For more information, please visit www.TemptationsTreats.com.
About Mars Petcare
Mars Petcare US is the U.S. operations of the world's largest petcare company at the privately-held Mars, Incorporated. Mars Petcare US produces some of the world's most beloved pet care brands, including PEDIGREE® Food and Treats for Dogs, CESAR® Canine Cuisine, IAMS™ Pet Food, SHEBA® Entrees for Cats, WHISKAS® Food for Cats, GREENIES™ Dental Chews and PILL POCKETS™ Treats, NUTRO™ Pet Food, EUKANUBA™ Pet Food and TEMPTATIONS™ Treats for Cats, as well as exclusive brands products for some of the leading retailers in the U.S. Headquartered in Franklin, Tenn., more than 3,700 Mars Petcare US associates make, sell and distribute its high-quality pet food from 20 manufacturing facilities located in communities across the U.S. For more information, please visit www.mars.com.
®/™ Trademarks © Mars, Incorporated 2016.
*Based on sales data.
1 July 2016 Nielsen Homescan Panel (Within 52 weeks ending July 16, 2016, 54.4% of Cat Owning households fed cat treats)
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SOURCE Mars Petcare