Whiskas and BBDO Created a Radio Station Just to Calm Your Cat on Rides to the Vet

'Cat Calm Radio' offers a 45-minute loop of ambient tunes

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Doth music have charms to soothe a savage Maine Coon or Turkish Angora on the long drive to the veterinarian?

You can find out today—which is officially Take Your Cat to the Vet Day!—thanks to a streaming internet service geared toward tabby’s taste in tunes.

“We wanted to do something impactful that reached beyond typical marketing,” says Derek Blais, associate creative director at BBDO in Toronto. The shop developed the campaign for Whiskas to emphasize that, in addition to selling pet-care products, the brand is “also devoted to helping cats live healthy and happy lives,” he says.

While humans respond positively to beats in music because we recall the soothing strains of our mothers’ pulse from the womb, cats, ever contrarian, develop differently.



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