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Case Studies


Reality TV stunt for Animal Planet

Reality TV stunt for Animal Planet

Del Monte’s ‘Meow Mix’ House

The Stunt:

This 2006 stunt was part of a larger trend called advertainment - pure entertainment wrapped around a product with hopes of convincing consumers to purchase said product.

Del Monte Foods aired a reality show for cats on Animal Planet. They put up a ‘Meow Mix’ House with webcams for people to look in and watch these cats in one room - from 10 shelters around the country - where they hung out and had various visitors (think Big Brother, but for felines).

Every Friday, on Animal Planet, 'Meow Mix' announced which cat has been "voted out," but in this case, that meant being put up for adoption and receiving a year's supply of 'Meow Mix'.

What happened next:

Meow Mix's marketing director bagged tons of interviews, and the brand was associated with a worthy cause: cat adoption.

Lesson learnt:

If you're going to look for inspiration for a marketing idea, why not borrow from popular culture?

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