Whiskas

Whiskas feeds are complete ^[1] , that is, satisfying a cat's daily need for essential nutrients and vitamins. The product formulation is based on the results of studies by the Waltham International Center for Pet Nutrition and is approved by the Russian Association of Practicing Veterinarians ^[2] .

The Whiskas range includes dry and wet cat foods. Specialized lines are produced for kittens, adult cats, cats over 7 years old, as well as sterilized cats.

World

In 1936, with the advent of Kal Kan in the United States , the history of the industrial cat food category began. Later, the food was renamed Whiskas in all markets except Japanese ^[3] .

Whiskas was first launched as a brand in 1958 in the UK. He quickly conquered the British market.

Whiskas was the first brand to develop several flavors of cat food, which helped strengthen its position in the international market ^[4] .

Russian

Whiskas began to be imported into Russia in 1992 from Germany . And already in 1994, the production of pet food was launched at the Mars Petcare factory in the village of Luzhniki, Stupinsky District, Moscow Region.

In 2000, for the first time on the Russian market of animal feed , the brand launched the pouch format ( pouch ) - a bag with a portion of wet food.

As of 2018, Mars has 5 pet food factories in Russia. The latter was opened in Rostov-on-Don in 2017 ^[5] .

Whiskas builds communication based on the assertion that cats are naturally curious:

Feline curiosity knows no bounds. Cats all the time trying to figure out something, climb somewhere, sniff out everything, try and study.

This behavior underlies feline nature. Every loving owner knows that only a healthy and happy cat will be curious.

And for this, she needs care and a full balanced diet. Whiskas® helps millions of cat owners take good care of them, as Whiskas® diets are tailored to the cat’s special needs at every stage of its life.

The recipe for our products is based on the results of many years of research by the Waltham® international scientific center and is approved by the Russian Association of Practicing Veterinarians.

Therefore, the most caring owners choose Whiskas® for their favorites - after all, with him, cats receive all the most useful to be curious every day!

- https://whiskas.ru/about-us/

Whiskas brand tagline in Russia

• “Your pussy would buy Whiskas.” This tagline is stolen and has nothing to do with any author in Russia. The real author of the slogan is an employee of the IGE TV channel. Riga, Latvija Alexander Khomitsky, who worked on the creation of the commercial in the 1990s.
• "Curious by nature"
• " Your pussy is ready to eat Whiskas endlessly."

In 2016, a joint project with ozon.ru was launched as part of the “Animal Day” campaign. Part of the money from the purchase of pet products from Mars went to feed the animals from the shelter ^[6] .

As part of an action held jointly with Avito, 200 volunteers who regularly publish announcements about finding owners for homeless animals received free pet food for their pets ^[7] .

In addition, for more than 20 years, Mars has been an official partner of the Association of Practicing Veterinarians of Russia. It implements projects to increase the level of knowledge of veterinary specialists in the field of nutrition of small pets ^[8] .

The Whiskas space is equipped on the roof of the State Darwin Museum, where museum visitors can not only relax in the warm season, but also take part in various workshops related to cats. Information on events can be found on the official website of the museum and in their groups on social networks ^[9] .

In February 2017, the Mars company and the network of its doctor’s veterinary clinics “Svoy Doktor” added a new profession to the list of the Masterslavl Children's City of Masters. Now, each young visitor can try on the role of a veterinarian in the workshop "Veterinary Clinic" ^[10] .

• For many years, the main protagonists of Whiskas advertising have been cats of the British breed black and silver mackerel, another common name for the color is marble silver tabby. But recently, in informal communication, this color is more often called simply - “viscous cat” ^[11] .
• To advertise Whiskas in the UK, the slogan “This is preferred by eight out of ten cat owners.” After a complaint to the Advertising Standards Authority, he was changed to "Eight out of ten cat owners say their pets prefer it." The slogan was imitated many times in one form or another. For example, it was used in its name by the British television quiz “8 out of 10 cats”. And in the 90s, he appeared on a bottle of Lager light beer, "9 out of 10 cats prefer this." It uses a pun, “cat” in this case means a mod.
• In 1998, Australian footballer Harry Hawking officially changed his name to “Whiskas” as part of a campaign to promote his football club.

• Hawking, Harry

• Whiskas Official Website
• Whiskas-Russia - cat food