For Gen Z, cats aren’t pets, they’re family. So, when viral rumours take hold saying that Whiskas kills cats, it's not just misinformation, it creates a full-blown trust crisis for the brand.
The solution? Whiskas can't just claim their cat food is safe. They have to prove it. And to make it hit even harder, you do it with a brand Gen Z already trusts and is known for their radical honesty.
Introducing Bone Crusher™ Beef Broth. A collaboration between Whiskas and Liquid Death. The first ever cross-species beverage; beef broth. Just slow cooked, liquified beef bones. If it’s safe enough for you, it’s safe enough for your cat.
Copywriting and art direction: Jessica Watson-Galbraith
Finalist in the 2026 Young Ones Client Pitch.
Finalist in the 2026 Young Ones Client Pitch.
