The SHEBA® Brand Releases New Sleep-Inducing Ad to Help Cat Parents Get Back to Sleep

New Film Developed with Sleep Scientists Can Help After 4 a.m. Feline Wake-Up Calls

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Apr 22, 2021, 04:00 ET

FRANKLIN, Tenn., April 22, 2021 /PRNewswire/ -- Over the past year, sleep patterns have suffered due to the anxieties and abnormalities of the pandemic, but they may have also shifted in response to something quite surprising: our cats.

What some cat owners may not know is that their pets are crepuscular creatures and are notoriously more active (and hungry!) in the early morning hours. While many cat parents are happy to cope with that 4 a.m. feline wake-up call, the SHEBA^® Brand is making it easier to protect their sleep with new custom content designed to help them get back to dreamland.

So your cat woke you up at 4AM asking for Sheba®. And now you’re trying to get back to sleep? We’re here to help you with the most sleep-inducing film ever, based on scientifically proven techniques and with a touch of Sheba® Salmon and Sheba® Chicken. You gave in to your cat, now it’s time to give in to sleep.

"While we all know sleep is precious, most cat parents would say that they put the needs of their cats before their own," said Craig Neely, Vice President of Marketing at Mars Petcare. "The SHEBA^® Brand understands how we love to give in to our cats and created this sleep-inducing content in partnership with sleep scientists as a solution to fall back into a peaceful night's sleep after meeting our cats' early morning demands."

In collaboration with Behavioral Sleep Therapist, Donna Fairly, and Renata Riha, a Sleep Physician from the University of Edinburgh, the SHEBA^® Brand's new ad is meant to aid parents in the early morning hours, when they may be reaching for their phones most. Developed by AMV BBDO, the 4 a.m. Sleep-Inducing Film uses a combination of the best sleep techniques – including 20 minutes of body scans, ASMR voices, calm visual effects, meditation and soothing colors – to help cat parents get off their phones and get back to sleep.

"The film includes several sleep strategies that are helpful for inducing sleep," said Donna Fairly. "The tranquil colors and peaceful music, coupled with the tone of the voices throughout makes this content very relaxing, and should be effective for anyone with sleep challenges."

The content can be viewed on the SHEBA^® brand's YouTube channel, and across their Facebook, Instagram and Twitter pages. The brand has also curated a 4 a.m. Lullaby Spotify Album to help feline families drift back to sleep.

About SHEBA^® Brand
The SHEBA^® Brand knows that cat owners love cats for their independent spirits, personalities, and discerning palates. That's why the SHEBA brand puts cats at the heart of everything it does, creating premium recipes with irresistible real meat, fish or poultry, no artificial flavors, and designed to entice cats' unique tastes and desires. The SHEBA Brand appreciates the relationship between cats and their owners and uses that understanding to celebrate and fuel their unique bond. Look for SHEBA premium cat food and cat treats at retailers nationwide. For more information, visit www.sheba.com.

About Mars Petcare
Part of Mars, Incorporated, a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love, the 85,000 Associates across 50+ countries in Mars Petcare are dedicated to one purpose: A BETTER WORLD FOR PETS™. With 85 years of experience, our portfolio of almost 50 brands serves the health and nutrition needs of the world's pets – including brands PEDIGREE^®, WHISKAS^®, ROYAL CANIN^®, NUTRO™, GREENIES™, SHEBA^®, CESAR^®, IAMS™ and EUKANUBA™ as well as the Waltham Petcare Science Institute which has advanced research in the nutrition and health of pets for over 50 years. Mars Petcare is also a leading veterinary health provider through an international network of over 2,000 pet hospitals and diagnostic services including BANFIELD™, BLUEPEARL™, VCA™, Linnaeus, AniCura and Antech. We're also active in innovation and technology for pets, with WISDOM PANEL™ genetic health screening and DNA testing for dogs, the WHISTLE™ GPS dog tracker, and LEAP VENTURE STUDIO accelerator and COMPANION FUND programs that drive innovation and disruption in the pet care industry. As a family business and guided by our principles, we are privileged with the flexibility to fight for what we believe in – and we choose to fight for: A BETTER WORLD FOR PETS.