Welcome to Neo’s cat office. “For all enquiries go to my human,” reads the caption on Instagram, alongside an image of the Ragdoll kitten in a WHISKAS® promotional Amazon box designed to look like a little cat office. Scroll through the #catsinboxes2.0 hashtag on Instagram, and you’ll also find Scrumpy in a kitty roller coaster box and Louis, the “terrifying beast,” guarding his cat box castle. There are cats in boxes stacked on cats in boxes, four cats in one box, and, if you look closely enough, you’ll notice one of these cats is actually a dog, and another is a rabbit. That’s fine, though, because when it comes to this award-winning advertising campaign from WHISKAS® and MediaCom, it’s fun for cats, humans, dogs, and all pets alike.
In 2021, WHISKAS® worked with MediaCom and Amazon Ads to better connect with tech-savvy adult pet owners under 45 years old. They came up with a plan to turn Amazon’s classic cardboard delivery box into a playground for cats. For two months in 2021, they sent out boxes to customers in Australia with special cat entertainment designs. These custom boxes also encouraged pet owners to share the fun online by using the hashtag #CatsInBoxes2.0.