NEW YORK What constitutes "the good life" for your pets?
According to new spots from TBWA\Chiat\Day in Playa del Rey, Calif., introducing a dog and cat food called Goodlife, chasing bubbles and jumping into pools as Frank Sinatra croons will do just fine.
Mars Pet Care, which also markets Pedigree, Sheeba and Whiskas, introduced the premium Goodlife brand at the beginning of the year, and commercials promoting the product will remain on air through November. Print and interactive work are also in the mix.
"What we're trying to do is celebrate pets and their owners living life to the fullest, because that's a fundamental want of the consumers we're targeting," said Fiona Tomlin, vp, marketing for new brands at Mars.
TBWA/C/D, which has worked for Mars since 2002, earlier this year launched a spot titled "Dogs Rules" for Pedigree, which to some extent inspired the themes and style of the new work.
"We looked at animals as an extension of people's family. It's the same way with pet owners, they look at them [their pets] like their kids," said agency group cd Jerry Gentile.