Perspective: Felines in the Family

Over decades, Friskies’ advertising has changed how we look at cats

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In 1930, the Carnation brand, struggling to sell condensed milk at a time Americans were buying refrigerators, decided to diversify. Its new product was called Friskies—a dog food. It sold well. After WWII, the company elected to take another gamble. If people would pay for a dry dog food that came in a box, what about a similar food for felines? In 1956, Carnation introduced Little Friskies for cats. That stuff sold really well. Four years later, Carnation dropped the dogs and Friskies became a cats-only brand.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.