This document provides a history of Whiskas cat food, including that it was originally called Kal Kan foods but changed its name to Whiskas in 1988. It discusses Whiskas' advertising strategies over the years, which have used humor and portrayed cats' love for their owners. The document also outlines UK legislation regarding food claims and Whiskas' dealings with the Advertising Standards Authority regarding preference claims.

1. Welcome to my Whiskas
presentation D Lemmer and
Tom Dennison White

2. 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.

3. More history
• The Whiskas brand is sold all over the world.
• Whiskas was created in 1936
• Produced in Mclean Virginia by the company pedigree petfood.
• 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.

4. • 1980’s cats were far more popular then dogs.
• British whiskas sold 3x amount
• Mars saw opportunity in americian market
• Mars changed name and packaging same rec
• Lost ½ marjet share during transition so kal
kan worked on expanding market in 1980’s
• gave mars international efficiency in
marketing cat food.

5. Primary research

6. Advertising Stratergies
• Used same stratergies other the years
• Used humour 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

7. 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

8. • 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 individual health professional. 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

9. 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 The 3rd biggest brand is Nestlé’s Felix canned
which made 82 million 32% share
• 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 effeciant products
• Threats:?

10. 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

11. Summary of initial ideas and feasibility
study
• www.imcluelessproductions.weebly.com

12. Proposal and budget for production

13. 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".
An advertisement for Whiskas Pouches moist cat food made a
series of claims about cats' preference for this cat food: "Does
your cat want to be fed differently? 90% of the cats we asked
did" "In a nationwide test 90% preferred Whiskas Pouches to
tins everytime" "90% prefer Whiskas Pouches to tins" The
following text was displayed in the commercial: "1.4 million
owners questioned. 173,219 responded.” complaint not
upheld by BMP and DDM