The challenge: Launch a modern dry catfood brand variant into a fill to excessed and competitive grocery environment.

The challenge: Launch a modern dry catfood brand variant into a fill to excessed and competitive grocery environment. In addition the client wanted to find an alternative to traditional creative and media channels to stand not at home from aggressive competition. Traditional media and branding exercises had not worked in the past.
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The Purina Friskies with Milk Essentials Milkoholics campaign, pitched for and won by means of OgilvyOne and Ogilvy PR in February and launched upon April 25, is designed to encourage proprietors to wean cats from their milkoholic ways. Simultaneously, the

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