Deliciously De-Lick-able Delectables

Campaign & VISUAL IDENTITY

What you’re looking at is the most lickable cat treat on the market: Delectables Stew and Squeeze Ups. The most obvious goal as a brand in this category is to own the lick. We centered the spots around the product, both physically and verbally, using it as a comedic catalyst for exaggerated licking and mild confusion. The alliterative tagline and jingle was born out of the single most important action: LICKING!

Simultaneously, I took the lick as an opportunity to create a visual identity that looks as delicious (to a cat) as it sounds (to a cat). The brand’s already captivating red color and fluid logotype was a solid base to build from and create a system that elevates and expresses the tone of the brand – relatable and fun.

Fast forward two years, and the ask was to extend Triple D (as we call it internally) specifically for Squeeze Ups in a social-specific campaign. The challenge was to retain engagement by creating content that didn’t feel like an ad. Our idea was to create UGC-inspired videos that show cats performing highly intentional, borderline human behaviors to communicate with their owners exactly what they want. And when they want a Squeeze Up, you’ll know.