We wanted to harness the power of them and continue to tap into a milk truth that allows us to behave a little differently. Sophie Macaulay, brand manager at Cravendale said: “The cats were hugely popular first time round and we’re sure the new ATL campaign will be equally well received. Running until 16 December, the Epic Straws promotion will also benefit from extensive digital, social and shopper marketing activity. There are three different shapes to collect and each one is redeemable online after ten codes have been collected from two litre bottles of Cravendale. The dewclaw is sort of like the cat equivalent of a thumb, although it doesn’t function like a human thumb. The dewclaw is a smaller digit on the inside of the paw that grows higher up on the wrist than the other toes. The Epic acronym stands for “Extreme Pilfering Instrument for Cravendale” and the helix-like sets, which feature briefly in the ad, are targeted at the brand’s established family audience. The extra toes of a polydactyl cat usually appear next to the cat’s dewclaw. Tying in with the new TV creative, Cravendale is hoping to follow the success of its recent on-pack loyalty schemes by distributing 175,000 Epic Straws kits to milk fans. A second round will commence in October, with a spot during one of the X Factor live shows.
CATS WITH THUMBS SERIES
Airing on Saturday 8 September during The X Factor, the ad will initially run for four weeks across a series of terrestrial and satellite channels and will be screened during Channel 4’s Paralympic coverage, and during popular action drama NCIS on Channel 5.
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