WHISKAS® understands that for pet parents, purrs are precious and hard-earned, but deeply rewarding. With a mission to make all cats purr more, WHISKAS® puts its delicious product range at the heart of Purradise™—a guaranteed way to bring more purrs.
The global campaign, launching first across European markets including the UK, France, Germany, Italy and Poland in January 2025, Purradise™ is designed to take cats and their parents to the ultimate destination of feline satisfaction.
Featuring six lands, each Purradise™ territory satisfies the different needs of cats, through highly nutritious and delicious WHISKAS® meals. The campaign shines a spotlight on classic favourites and exciting new offerings such as the WHISKAS®AROMATIC SELECTION™ range, a delicious new 2025 addition to the WHISKAS® product family.
“Purradise™ exemplifies the feelings that cats experience upon tasting the high quality and delicious offerings from the WHISKAS® range” said Annie Argyle, European Brand Director at WHISKAS®.
“The ‘purr’ is the number one sign of cat enjoyment and happiness. Purrs are hard earned, but a sign of ultimate satisfaction for owners, therefore, with this campaign we wanted to take cats (and their parents) on a new sensory journey, turning each mealtime into a memorable experience that is both rooted in happiness and adapted to their individual preferences and needs.”
The WHISKAS® brand idea of Purradise™ combines the well-being of cats with the satisfaction of every cat’s diverse needs. Every meal brings out the best in your feline friend, with recipes designed to nourish and satisfy.
In a bid to engage consumers, the WHISKAS® brand has also worked with Waltham Petcare Science Institute to create six cat personality types. Each personality type is then matched with the ideal WHISKAS® product and its corresponding land in Purradise™.
They are as follows:
- The Inquisitive Cat (Aroma Island): Curious, explores the world through senses
- The Independent Cat (Gravy Lake): Prefers own company, likes peace and quiet
- The Easy-going Cat (Surf and Turf Land): Agreeable, open to try new things
- The Active Cat (Feather Valley): Quick, Energetic, chases and runs
- The Playful Cat (Mount Crunch): Loves playing with laundry, toys, games
- The Pampered Cat (Pampered Plains): Enjoys being pampered and loves human interaction
For more information on the campaign, visit whiskas.co.uk.