Emotion, online cat videos and brand-building

The new Friskies TV commercial takes full advantage of two key marketing trends:

  • Using emotion in advertising
  • The popularity of online cat videos

Almost every advertising blog will tell you that using emotion in advertising is one of the key ways to make a real connection with your target market; this isn’t exactly what you’d call a surprising insight.   But recognising it to be true and getting it right aren’t the same thing.

And while cat videos are clearly wildly popular online, it’s not exactly marketing wisdom that cat videos might help you build your brand.

Dear Kitten, however, has unquestionably got it right.  At almost 3 minutes in duration, it’s more a mini-movie  than a regular TV commercial.  And with more than 16 million views online, it’s certainly made its mark. Surprisingly, not everyone likes it – but you can’t please all the people all the time.

Take a look and let me know what you think.  I’d love to hear your comments (and how many times you watched it!)

Related posts:
Advertising Lessons from the Winter Olympics
How to build instant brand recall using one simple truth
Advertising you just can’t ignore
The most entertaining ad this year
Provocative advertising can be risky
Probably the most popular Super Bowl TV commercial ever




1 Comment

  1. Kristan Braziel on October 11, 2014 at 22:03

    Hahaha, this is great! I love that it’s narrated by the cat with some seniority. My favorite part, “… the red dot. It is real.” Very funny and I do agree with you that it’s a great use of emotion and is a nod to the popularity of cat vids these days. Not sure if most people have the patience to sit through all 3 minutes, though. Some certainly will, I’m sure! Great article!

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