Welcome to my Whiskas presentation D Lemmer and Tom Dennison White
Some history of Whiskas Whiskas is owned by mars incorporated. Whiskas was originally called Kal Kan foods but its name was changed to Whiskas in 1988. This was to try and increase market share. And to try and sell the product internationally.
More history • The Whiskas brand is sold all over the world. • Whiskas was created in 1936 • Produced in Mclean Virginia by the company pedigree pet food. • On the 27th January 1999 Whiskas singles aired its first commercial. • Mars pedigree pet foods launched Whiskas in 1959 across Europe. • It was A healthy, meat-based cat food, Whiskas was the first brand to offer varieties of pet food. It became the major cat food brand in Europe, as well as in Australia and Japan.
• 1980’s cats were far more popular then dogs. • British Whiskas sold 3x amount • Mars saw opportunity in American market • Mars changed name and packaging same rec • Lost ½ market share during transition so Kal Kan worked on expanding market in 1980’s • gave mars international efficiency in marketing cat food.
Primary research
Advertising Strategies • Used same strategies other the years • Used humor to make there adverts appeal and memorable to audience • Maternal/paternal cat love owner would do anything to make there cats life better • Security feel secure when cat is provided for • Gluttony they make the food look nice for a cat to eat so owner buys it • In 1998, Australian rules footballer Garry Hocking changed his name by deed poll to "Whiskas" to promote Whiskas celebrity endorsement
Legislation • Regulation (EC) No 1924/2006 on Nutrition and Health Claims made on Foods is complex and mandatory and seeks to protect consumers from misleading or false claims. • Advertisements must not condone or encourage excessive consumption of any food. • Authorised health claims in the Community Register or claims that would have the same meaning for the audience may be used in advertisements
• factual nutrition statements should not imply a nutrition or health claim that cannot be supported. Claims must be presented clearly and without exaggeration • Claims that state or imply health could be affected by not consuming a food are not allowed • Health claims that refer to the recommendation of an association are acceptable only if that association is a health-related charity or a national representative body of medicine, nutrition or dietetics
Swot Analysis • Strengths: Whiskas canned is the number one pet selling brand in the UK. It made 87.5 million last year. Mars master foods dominates the pet food market in the UK as it has a share of 45% of the market. Not many competitors • Weaknesses Whiskas is in competition with its parent companies other brand pedigree tinned which made £82.1m • Opportunities you could argue that the pedigree canned food takes away some of the market share that Whiskas could potentially have combine the 2 and make whiskas stronger brand and more efficient products • Threats: The 3rd biggest brand is Nestlé’s Felix canned which made 82 million 32% share
Target audience • The target audience for my product would be cat owners who want to make there cat healthy and happy • The product will also be aimed at charities like RSPCA and people like vets who would use the product to help cats recover quicker
Summary of initial ideas and feasibility study • www.imcluelessproductions.weebly.com
Proposal and budget for production • • •
Proposal When I originally started this project for making an advert I chose Whiskas but the problem was I had 2 or 3 feasible ideas that I had to chose from so I eliminated them through a process of trial and error. I basically looked at them and said in this ad that can work and this can work but that doesn’t work then I compared the ads to see what ad had more things that were feasible and I chose the most feasible one. The idea I chose was a similar style to how the Cillit Bang adverts work. I chose this style and idea because it is simple, its feasible and it is an effective low budget advert. The advert starts of with a man doing a voice over (probably me) saying (negative) things like is your cat fat, is your cats teeth bad, does your cat have no energy and is your cat food to expensive. Then in the ad images pop up on the screen of these things. Then it jumps to a shot of the person doing the voiceover holding the product and saying something like then get new Whiskas temptations. And then there will be a close up on the product. Then it will jump to a shot of a cat eating food and there would be a voiceover saying Whiskas temptations gives you a balanced diet and it will show a healthy looking cat that’s a normal weight. Then it will jump to another shot of the same or a different cat I haven’t decided yet eating the product and there would be a voice over saying new Whiskas temptations gives your cat healthy teeth then it will have a close up shot on the cats face showing the teeth. Then it will jump to another shot of a cat eating the food and it will show the cat running and maybe jumping on a chair and there will be another voiceover saying new Whiskas temptations gives your cat twice as much energy as your standard cat food. Then there will be a jump cut to a shot of the person doing the voice over holding the new product and saying is your cat food to expensive then get new Whiskas temptations and there will be a close up on the product showing the low price. To end the advert it will zoom out showing the person holding the product for the last and the person will smile then the advert will end. The target audience for the product is cat owners, vets and charities like the RSPCA. The cast and crew I will need for this project is one camera man, one editor and 1 actor/actress. I will need a camera, I will also need an editing sweet and a computer to upload the footage. The camera I will use will cost about £200 a week to hire out. The editing suit will cost about £500 a week. It will cost about £25 an hour to hire out the actor and about £35 for the camera man. The project timescale is about 8 or 10 weeks to plan it, make it and to finalise it.
Dealings with the ASA Whiskas was "eight out of ten owners said their cat prefers it". After a complaint to the Advertising Standards Authority, this had to be changed to "eight out of ten owners who expressed a preference said their cat prefers it".