BBDO New York launched a new spot for Mars cat food brand Sheba entitled “Snap, Peel, Slurp, Purr.”
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The spot introduces the brand’s new Perfect Portions product, which attempts to take the mess out of cat food by providing perfect portions within one container. Two containers comes strapped together, so cat owners can snap off one for each meal and not have to worry about dishing out food for their feline friend or store leftovers in the fridge. The 20-second “Snap, Peel, Slurp, Purr” illustrates the idea simply, with each word followed by a simple illustration. It opens and closes with the line “A Fresh Meal Every Peel,” driving home the idea that using the product makes meal time simple. The integrated campaign also includes supporting digital efforts, consumer sampling programs, in-store displays and PR support.