TEMPTATIONS™ CATS LOSE THEIR COOL™

TEMPTATIONS™ wanted to strengthen its reputation for irresistibility by creating a new, unique way for cats and their parents to bond over mealtime. This led to the exclusive launch of TEMPTATIONS™ Dry Cat Food at Walmart, and the need for a dynamic campaign to support it.

The campaign hinged on the CATS LOSE THEIR COOL™ creative theme and contest, which encouraged cat parents nationwide to “show off your furry friend's silly side” by submitting photos/videos of their cats going crazy over TEMPTATIONS™ to be voted on by peers. Cat lovers entered to win over 50 prizes, including a grand prize of a year's supply of TEMPTATIONS™ pet food and a $10,000 Walmart Gift Card.

The content’s design focused on the creative theme of CATS LOSE THEIR COOL™, a phrase meant to represent how TEMPTATIONS™ products break through a cat’s typical “cool” exterior to unleash their playful, crazy side. With that in mind, the campaign elements and graphics were designed to be entertaining and represent a cat’s fun feline antics, utilizing puns and a playful tone throughout the experience.

To reach the TEMPTATIONS™ loyal consumer base digitally and encourage shopping at Walmart, TEMPTATIONS™ and The Mars Agency collaborated with Breaktime Media to design a fun, unique online experience featuring personalized, interactive content. Using a combination of customized quizzes, offers, and a contest, Breaktime successfully initiated a two-phase campaign to drive sales, increase brand engagement, and foster memorable connections between cats and owners.

By encouraging users to upload photos/videos, the campaign leveraged user-generated content’s innate authenticity to resonate with cat parents seeking quality products, ultimately driving engagement and conversion. Campaign engagements surpassed expectations with thousands of submissions and contest votes, and an average engagement time of 4+ minutes. Both phases united the cat-lover community over humorous pet content while leveraging the power of social connection to drive excitement and social sharing.

Innovative, engaging, and impactful, the campaign helped TEMPTATIONS™' reach more cat parents and cultivate more meaningful bonds, while driving household penetration and dollar share in the dry cat category since the product launch.