Whiskas, the renowned cat food brand under the Mars Petcare umbrella, is taking a creative approach to address cat homelessness and advocate for pet adoption. In a unique campaign titled ‘purrism,’ Whiskas has collaborated with product design hub IMMINENT to introduce limited-edition custom-made cat scratchers that not only serve a functional purpose but also celebrate the artistry of felines.
Devised and developed by IMMINENT, these bespoke cat scratchers go beyond the conventional, doubling as stylish accessories that showcase the concept of “purrism.” This emerging art movement sheds light on the creative techniques cats employ while crafting their often-unwanted art, involving tearing, folding, crumpling, and, of course, scratching. To ensure a controlled creative space, the artists, in this case, the cats, will have specific canvases on which to work, preventing damage to other items in the house.
The campaign features two unique designs, crafted by Czech artist and designer Tereza Rosalie Kladošová and Romanian designer Alexandra Șipa. With only 15 scratchers of each design available, the initiative aims to raise funds for cat shelters and support adoption efforts in the artists’ respective home markets. The innovative frames for these scratchers were devised by Prague-based MCDJ Interior Design.
Beyond the playful engagement with felines, the ‘purrism’ campaign is strategically designed to raise awareness about responsible pet ownership and encourage pet adoption. Whiskas has been a consistent advocate for addressing the issue of cat homelessness, and these limited-edition scratchers mark the brand’s local initiative to drive the message home.
Currently, the campaign is being trialed in Czechia and Romania, with plans to expand its reach further. The focus on cat adoption is particularly crucial in this region, where there tends to be a preference for adopting dogs, leaving cat shelters overcrowded and often overlooked by the public.
As ‘purrism’ unfolds, Whiskas aims to create an engaging and impactful narrative around cat homelessness, responsible ownership, and the joy of adopting a feline companion. The limited-edition scratchers not only provide a unique canvas for feline artists but also contribute to a worthy cause, supporting shelters and promoting the well-being of our feline friends.
