For Gen Z, cats are family. According to the 2024 Mars Global Pet Parent Study, almost 1 in 2 Gen Z pet owners say their pet is the most important thing in their life. So viral rumors claiming Whiskas kills cats are a serious problem, to say the least. It’s created a trust crisis for a brand people rely on to feed their most precious companions.
The best way to prove something is safe is to experience it yourself. If people share food with family, the strongest way for Whiskas to prove its food can be trusted is to make something humans can drink too.
Whiskas is partnering with Liquid Death, a brand known for radical honesty, to create Bone Crusherâ„¢ Beef Broth. A brutally honest drink made from Whiskas ingredients that both cats and humans can share.
Copywriter and Art Direction: Jessica Watson-Galbraith
