When it comes to personality, cats can be quite different: some prefer to cuddle and be affectionate, while others are highly independent and distant. However, if there’s something all cat owners can agree on, it’s that life with a feline friend is never boring. Their unique (and sometimes mischievous) behavior, playfulness, natural curiosity, unpredictability, and zoomies make them endlessly entertaining — after all, there’s a reason why they are rulers of the internet.
But, while the online world gets a good laugh watching videos of cats randomly bursting with energy at night, their owners might not be as amused when faced with these midnight crazies. And it’s purrrfectly understandable: cats are crepuscular creatures and are more active at dusk and dawn, whereas humans are active during the day and need the night to rest.
Frenetic random activity periods (FRAPs) – better known as nighttime zoomies — are perfectly normal as long as they are not extremely frequent and intense, in which case owners should visit a vet. Still, even the typical chaotic episodes can leave cat parents awake. And while our love for them is endless, waking up at 4 am to your cat’s insistent meows isn’t exactly an ideal way to kick off the day.
But don’t you worry, fellow cat lovers, because SHEBA has launched an audio experience to help cat parents get back to sleep while keeping their feline companion well fed. To promote its newest product, SHEBA SELECTIONS Filets, the Mars-Petcare-owned brand teamed up with AMV BBDO agency and launched the “4AM Stories,” a campaign starring actor and cat dad Lucien Laviscount.
Once up because of the zoomies and after feeding their cats, cat owners are invited to visit SHEBA’s mobile-friendly portal and enjoy customizable bedtime stories where their loving pet is the protagonist. Inspired by works of Jane Austen, Edgar Allan Poe, and Lewis Carroll, the platform allows users to generate a short tale based on their cat’s name, gender, fur color, and personality. Each short tale is a combination of relaxing voices and a “light-off” option, helping cat parents drift back to sleep.
Laviscount, who fronts the initiative, is aware that each meal, even those at 4 a.m., is a chance to deepen the bond with his cats. “Naturally, I travel a lot, so when I’m home, getting that quality time with my cats Simba and Nala — even during those early-morning wake-ups — is part of the routine,” explained Laviscount. “While it’s tiresome, they’re both full of personality and it’s one of the things I love most about them. With SHEBA, I know that Nala and Simba will be nourished, satisfied and likely to fall right back asleep next to me.”
“Being a cat parent entails fostering your unique bond, even in the wee hours of the morning,” continued Jean-Paul Jansen, Chief Marketing Officer, Mars Pet Nutrition North America. “With a quick serving of SHEBA SELECTIONS Filets and a sleep-inducing tale, cat owners can strengthen their connection with their feline and get some shut-eye.”
The new campaign is built on the viral success of the first 4AM Stories, which garnered 8 million views in the first four days, with most of the views (84%) occurring at 4 a.m. The current version of the initiative will run across online video and social, with the actor starring in a series of overnight videos, perfect for when the cat zoomies kick in and the owners are up.
CREDITS
Brand: Mars Petcare // SHEBA
Agency: AMV BBDO
Cover Image: PR Newswire
