Marketing and slogan
In the United Kingdom, a well-known advertising slogan for Whiskas was "8 out of 10 cats prefer Whiskas",[7][2] which later became "eight out of 10 owners said their cat prefers it". After a complaint to the Advertising Standards Authority, this was changed to "eight out of 10 owners who expressed a preference said their cat prefers it".[8] The British panel show 8 Out of 10 Cats takes its name from the slogan.[9] The slogan has been much imitated – in the 1980s, Red Stripe Lager was advertised with the slogan "9 out of 10 cats prefer it", a play on "cat" meaning "a trendy person". Similarly, a 1987 TV advertisement for Pretty Polly in which a nylon stocking was used to replace the fan belt in a Jaguar car used the slogan "So smooth, 9 out of 10 cats prefer them"; "cat" this time is a reference to the make of car featured.
In 1999, Australian rules footballer Garry Hocking changed his name by deed poll to "Whiskas" as part of the Geelong Football Club promotion with the company. It was the first such publicity stunt of its kind.[10]
On June 3, 1999, Whiskas singles aired "the very first commercial for cats" on American television, which was originally broadcast in Britain in January.[11] The VHS release featured a small segment on how the advert worked and showed several cats' "reactions". The advert was a collection of clips with contrasting colours, fish and video captured from underwater. The end of the video (before fading out and then running again) claimed that "In our tests, 8 out of 10 preferred it".
In Hungary, the Whiskas advertising slogan is "A macskák Whiskast vennének", which means "Cats would buy Whiskas (if they could)". Slogans with the same meaning are used in Serbia, Germany, Austria, Finland, Estonia, France, Slovakia, the Czech Republic, Russia, Romania, Poland, the Netherlands, and Slovenia. In Denmark, there once was an advertising slogan "Katte ville vælge Whiskas", which means "Cats would choose Whiskas." In Sweden, a similar slogan is used: "Whiskas – Om katten själv får välja", which means "Whiskas – If the cat itself gets to choose". In Russia, the slogan was "Ваша киска купила бы Вискас", which means "Your kitty would buy Whiskas", where the phrase is rhymed, since one of the words for "kitty" and "Whiskas" rhyme in Russian. In Italian-speaking countries, the slogan i gatti comprerebbero Whiskas – "cats would buy Whiskas" has long been in use.[12]
In Autumn of 2009, Whiskas handed out feeding dishes to the earliest 1,000 registrations to their menu planner.[13]
