DREAMIES Hosts World’s First Cat Convention Just for Humans

MARS-owned cat treats brand, DREAMIES, is calling on humans called Cat to get involved in its latest campaign to demonstrate that no real cat can resist the pull of DREAMIES cat treats.  

In light of research which claims that 95% of cats find DREAMIES treats irresistible, the new campaign created by adam&eveDDB sets out to prove that any cat that doesn’t love DREAMIES treats, must not be a cat at all. In fact, the 5% of cats that don’t go crazy for DREAMIES treats, must be humans called Cat. 

To substantiate this hypothesis, in a multi-channel campaign, the brand reached out to humans called Cat across the UK to determine whether or not they find DREAMIES treats irresistible.

Across social, Cats were invited to attend the world’s first ‘Humans Called Cat’ convention under the pretence that they’d be celebrating people with their namesake. In reality, these Cats became DREAMIES research subjects.

In a 2-minute documentary style film, we see a series of assessments carried out on attendees - from serving DREAMIES cat treats as Hors D'oeuvres to tickling them under the chin and checking whether they’ve ever defecated in their neighbour’s gardens - and reactions from human participants documented. Attendees appear to leave the convention confused or disturbed, and researchers determine the results to be conclusive - the 5% of cats that don’t like DREAMIES cat treats, aren’t cats at all, they’re humans.

The film is supported by targeted activity across interactive DOOH, print, paid social, digital, and radio. The integrated campaign will run in the UK from 11th April. 

Kay Brown, European brand director at Mars, says: “This campaign centres on the product truth that cats can't resist DREAMIES treats, doing so with a humour that’s unique to this brand. The approach drives intrigue and amusement for cat parents, whilst also re-enforcing why DREAMIES is the UK’s No.1 selling cat treat brand – it’s irresistible!”

Richard Brim, chief creative officer at adam&eveDDB adds, “Apparently 95% of cats love DREAMIES, yet we were struggling to find one of the 5% that doesn’t. So we could only conclude that the 5% were actually humans called Cat. And we set out to prove it.” 

The media was handled by EssenceMediacom. The film was directed by James Rouse through Biscuit Filmworks. Post-production by Untold Studios and sound design by Factory.