DREAMIES tries its treats on humans called Cat

adam&eveDDB London | Dreamies

Research showed that 95% of cats find DREAMIES™ irresistible. This got us thinking, are the 5% of cats that don’t like DREAMIES™ actually humans called Cat?

We set out to prove this theory in an entertaining and surprising way. Our objective was to drive fame and talkability for DREAMIES™ and its unique irresistibility.

The campaign targeted people under 35, who in the UK represent 30% of cat owning households, yet only contribute to 7% of the care and treats category value.

Campaign results:
9.3k social uplift in a three-day period
431k views and 9.5k likes on TikTok in one week
278 new followers on TikTok in one week
Over 1.2k responses to our online survey in a two-week period


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