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.