With CAT by Dr Lisa ready to launch we needed to make a splash with minimal budget.
So while other brands did their April Day hoaxes, we launched CAT by Dr Lisa, for real.
After all, only cats have the collective contempt to takeover a dog brand with total irreverence.
Anticipating amusement, confusion and ultimately elation, CAT took over all DOG owned media, announcing to followers that we were officially rebranding to CAT.
Naturally we expected CAT sales, but we absolutely did not anticipate our DOG customers to buy up crate loads of product, fearing the end of the tail wagging brand.
The campaign proved dog customers are enthusiastically barking mad, while cat owners are cool customers, much like their feline counterparts.
Agency - N/A - In-house