The DREAMIES™ “Cats Will Do Anything” campaign positions the brand as the irresistible treat that motivates cats to extraordinary lengths, highlighting the playful and determined nature of feline behavior. By showcasing daring, humorous scenarios where cats go to extreme, adventurous efforts to obtain DREAMIES™ treats, the campaign embodies the idea that these snacks are so desirable, cats cannot resist them. This underscores the brand promise of delivering an indulgent and highly appealing product for cats, reinforcing DREAMIES™ as the go-to treat that sparks excitement and engagement in pets.
From a market strategy perspective, the campaign leverages a strong behavioral insight: cat owners recognize and relate to the lengths cats will go to secure their favorite treats. This shared experience is the foundation for the campaign’s creative direction, which uses exaggerated, action-packed CGI storytelling to amplify this natural feline determination in an entertaining and memorable way. Targeting pet owners in multiple European markets, the campaign uses a mix of film, out-of-home, online video, social, and integrated media to maximize reach and engagement across touchpoints. Collaborations with creative and media agencies enable a broad, full-funnel approach aimed at driving emotional connection and brand affinity through humor and vivid storytelling. Additionally, the campaign’s rollout strategy across diverse markets—including the UK, Poland, Spain, France, Italy and Germany—demonstrates a tailored but scalable approach, with plans for global expansion. By tapping into pet owners’ familiarity with cat behavior, the campaign creates a relatable narrative that boosts DREAMIES™ positioning within the competitive pet snack category, combining product appeal with entertaining content to deepen customer loyalty and drive growth.
FORMAT#6 BENEFIT CAUSES STORY — Builds a story where the product’s benefit is the reason for the action or twist.
This campaign exemplifies the "Benefit Causes Story" format. The entire narrative is driven by the irresistible appeal of DREAMIES™ treats—the cats’ creative, daring, and exaggerated antics to access the product are not just showcased for spectacle, but are directly motivated by the key benefit: the treats’ extreme desirability. There is no explicit problem being posed, nor a conventional story arc with conflict and resolution; rather, the high-octane, humorous story unfolds purely because the product is so appealing that “cats will do anything” to get it. This aligns with the ad format, where the product’s central benefit (irresistibility) is both the inspiration for and explanation of the outlandish feline behavior seen throughout the spot.
1. Sheba – Market Positioning
Sheba positions itself as a premium, gourmet cat food and treats brand that emphasizes high-quality, natural ingredients and indulgent flavors. It appeals to discerning cat owners who want to provide a luxurious, restaurant-style experience for their pets, combining taste sophistication with health-conscious formulations.
2. Whiskas – Market Positioning
Whiskas is a widely recognized and accessible brand offering a broad range of cat foods and treats. It focuses on balanced nutrition with convenient, affordable options, leveraging strong emotional storytelling and familiar branding to connect with mainstream cat owners seeking reliability and everyday indulgence.
3. Felix – Market Positioning
Felix differentiates through playful, humorous branding with a fun, quirky cat character that resonates with younger pet owners. The brand emphasizes taste appeal and product variety, promoting a lively, mischievous image while ensuring quality nutrition at a competitive price point.
4. Greenies – Market Positioning
Greenies is strategically positioned as a dental health-focused treat brand that combines enjoyment with functional benefits. It targets health-conscious cat owners seeking treats that provide oral care advantages, supported by veterinary endorsements and a reputation for efficacy in maintaining pet dental hygiene.
5. Temptations – Market Positioning
Temptations leads on irresistible flavor combinations and crunchy-soft texture variety designed to evoke playful, engaging treat moments. The brand attracts owners wanting rewarding, interactive experiences with pets, highlighting the fun and bonding aspect of treat-giving alongside affordable, widely available products.
Q: What is Cats Will Do Anything about?
A: Cats Will Do Anything is a 2025 global campaign from DREAMIES, part of Mars Petcare, created by adam&eveDDB and launched across the United Kingdom and multiple European markets. The campaign centers on a high-energy film, Hang Tight, directed by Aircastle and produced by SMUGGLER, featuring CGI cats in daring pursuit of DREAMIES treats. With meticulously crafted feline characters by Untold Studios and a soundtrack by King Salami, the campaign dramatizes the extraordinary lengths cats will go for these snacks. The initiative spans TV, online video, out-of-home, and social channels, aiming to reinforce DREAMIES as the irresistible treat for cats.
Q: What creative device does Cats Will Do Anything use?
A: Cats Will Do Anything employs the Benefit Causes Story format, as classified by Clapboard’s 12-format taxonomy. In this approach, the campaign’s narrative is propelled entirely by the product’s central benefit: the irresistible appeal of DREAMIES treats. The exaggerated, action-packed antics of the CGI cats are not just for spectacle but are directly motivated by their overwhelming desire for the product. There is no traditional conflict or resolution; instead, the story unfolds because the treats are so desirable that cats will do anything to get them, making the benefit both the cause and the explanation for the campaign’s humorous action.
Q: What is the campaign proposition for Cats Will Do Anything?
A: The campaign proposition for Cats Will Do Anything positions DREAMIES as the treat so irresistible that it motivates cats to extraordinary, often humorous lengths, highlighting the playful and determined nature of feline behavior. Targeting pet owners who recognize these antics, the campaign leverages a relatable behavioral insight to create a vivid, entertaining narrative. By showcasing exaggerated scenarios of cats pursuing DREAMIES, the brand reinforces its promise of delivering indulgent, highly appealing treats that spark excitement and engagement, aiming to deepen customer loyalty and drive growth in the competitive pet snack category.
Q: How does Cats Will Do Anything rank in Clapboard's archive?
A: Cats Will Do Anything holds a Clapboard Campaign Score of 69/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in DREAMIES's category?
A: In the pet treats category, DREAMIES competes with several key brands: Sheba positions itself as a premium, gourmet option focused on high-quality ingredients and indulgence; Whiskas offers accessible, balanced nutrition with strong emotional branding for mainstream cat owners; Felix stands out with playful, mischievous branding and product variety appealing to younger pet owners; Greenies targets health-conscious consumers with treats that deliver dental benefits and veterinary credibility; and Temptations emphasizes irresistible flavors and interactive treat moments, fostering fun and bonding between pets and owners.
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