WHISKAS' Cat Hacks Make Your House More Feline-friendly

Clemenger BBDO Sydney has created a series of innovative ‘Cat Hacks’ for WHISKAS to encourage cat-lovers to make feline-friendly furniture.

Taken from the popular concept of life hacking and furniture hacking, where consumers convert or adapt existing furniture into something else, Cat Hacks are furniture made with kittens and cats in mind. The 15-second turorials show would-be DIY experts how to easily build furniture such as cat cubbys, kitty home entertainment system, or coffee table cat hammocks.

The six hero Cat Hacks will be posted on WHISKAS' social media (Facebook, Instagram, YouTube) and amplified with paid digital, social engagement and earned media.

Paul Nagy, Executive Creative Director at Clemenger BBDO Sydney, said: "Cats are really curious. Life hacks, also, are really curious. We allen-keyed one into the other and created some neat little cat hacks for the cat-loving community."

WHISKAS will soon donate the adapted furniture to cat rescues via PetRescue, a pet adoption charity supported by Mars Petcare. TV vet Dr Katrina Warren has been enlisted to provide expert comment on how Cat Hacks support the health and behaviour of cats.

Dr Katrina Warren said: “Cats and kittens need a stimulating environment that satisfies their curious nature. Furniture that is interesting for felines to explore can really help the health and behaviour of cats and kittens.”

Research shows that indoor cats maintain their natural behaviours and often scratch, chew and climb their surroundings. If cats, who are curious by nature, are deprived of an appropriate indoor environment then they may develop health and behaviour problems. 

Called ‘environmental enrichment’, simple additions such as feline-friendly furniture, can help satisfy their curious nature and improve cat wellbeing.

Steph Grove, WHISKAS Brand Manager, said: “We wanted to focus on the curious nature of cats and Clemenger came back with this great concept of WHISKAS Cat Hacks. It’s the first time this has been done specifically for the cat community.”