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The art of exploiting a craze in a sustainable way.


As I am sure you are already aware, today is World Cat day.  This is, of course, great news for feline fanatics…but apparently, it will be just as well received by those in advertising.



Ad agency John st. in particular has creatively ventured into this area to promote their business. In November 2011 they released an ingeniously deadpan video of their new ‘catvertising’ branch: asking “what could cat videos do for your business?”. As it turns out, a lot.

Completely memorable, the video has received over 1 million views on youtube, which shows how exploiting a craze can be a great way to capture attention which can be redirected toward your strong brand identity.


Also, despite our reservations of chasing after fluid market trends, it also shows that some have enough substance  and wide audiences to  remain popular and provide a steady stream of interest in your business. Just be sure to choose your bandwagon wisely.





Cats have become an internet phenomenon, something which has been widely exploited by clever marketing, bringing hilarious and ever-so-slightly creepy adverts to our television screens- examples of Skittles and Cravendale spring immediately to mind. And why not? The concept has great audience accessibility given that almost half of the UK population play host to a pet.




Posted on August 8th, 2012

About Dave Hayhurst

Dave is head strategist and account manager at Marriage. He has extensive experience in consumer marketing, from executing campaigns in the national press, direct mail with Sky TV and digital marketing in the mobile app space.

About Us

Marriage is a leading creative agency in London and Bristol, specialising in brand, digital, direct respose and experience design. Our blog provides a commentary on the UK’s leading marketing campaigns, creative executions and industry-wide thought leadership.


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