Meow Mix Sings Praises of Wet Treats

BOSTON Meow Mix this weekend will break the first TV spots hyping its new line of wet cat food via independent McCarthy Mambro Bertino.

One 15-second execution shows an orange tabby, wearing a yellow rain slicker and hat, singing the well-known “Meow-meow-meow-meow” jingle. The other 15-second commercial shows a cat sporting goggles and water wings while singing the Meow Mix tune. A voiceover says, “Now, cats can’t wait to get wet. Introducing new Meow Mix wet pouches in seven deliciously fresh flavors.” The spots are tagged, “Tastes so good, cats ask for it by name.”

“Meow Mix has always been in the dry category,” said Carrie Parks, MMB account director for Meow Mix. Marketing wet cat food “is one of the biggest initiatives they’ve undertaken in a while.”

The work marks the first from MMB since it won the business after MDC Partners-backed Kirshenbaum Bond + Partners in New York resigned creative chores for the Secaucus, N.J.-based client [Adweek, July 14]. KB+P held the account since March 2002. In the past year, MMB of Boston had done TV spots for Meow Mix’s discount cat food brand, Alley Cat.

Meow Mix spent about $15 million on advertising in 2003 and approximately $5 million through May of this year, per Nielsen Monitor-Plus.