For Gen Z, cats aren’t pets, they’re family. In fact, almost 1 in 2 Gen Z pet owners say their pet is the most important thing in their life. So when viral rumours claim Whiskas kills cats, it doesn’t just spread full-blown misinformation, it creates a full-blown trust crisis. How can Whiskas prove its food is safe for the ones people love most?
Introducing Bone Crusher™ Beef Broth. A collaboration with Liquid Death, a brand known for radical honesty — turning Whiskas ingredients into a drink both cats and humans can share. By inviting people to experience the product themselves, the idea transforms trust from something you’re told into something you taste. If it’s safe enough for you, it’s safe enough for your cat.
Copywriting and art direction: Jessica Watson-Galbraith
