Abandoned kitten, Phoenix [pictured], faced an uncertain future before being plucked into

stardom. The SUPERCOAT marketing team spent weeks searching for a kitten to appear on the new range of dry cat food.

SUPERCOAT Marketing Manager, Vesna Kraus, explains why fi nding the right animal was diffi cult.

“We were successful in fi nding an adult cat that was highly appealing in research groups. We then had to match a kitten to the adult cat on our packaging. We discovered Phoenix on a pet rescue website. He was perfect.”

At 12 weeks old, Phoenix is set to become the face of the brand. Rescued from an animal shelter, he is a rags-to-riches story.

Photo shoots are now a familiar scenario for Phoenix, who

loves the

A KITTEN HAS BEEN GIVEN A SECOND CHANCE AT LIFE TO

POTENTIALLY BECOME THE FACE OF A NEW RANGE FOR PURINA

64

attention. The tiny model even has a stunt double – Tigger, who was discovered on the Trading Post website. At fi rst, the seven-week old kitten was a little anxious. But after spending one week with the

animal trainer and newfound friend, Phoenix, he performed like a pro.

When not on the job, Phoenix can be found sleeping in staff members’ in-trays,

while Tigger chases peoples’ feet in the reception area. Vesna says they have

both settled in well.“Our Human Resource Manager, Alissa Taylor, looked after Phoenix

for the fi rst night and he ended up sleeping on her head!”

Once the cameras stop rolling, Tigger

and Phoenix will retire to lives away fromthe limelight. Vesna says the kittens have foundnew homes.

“The photographer and his family have fallen in love with Phoenix, so they took him home after the photo shoot. Tigger was adopted by Purina’s Executive Assistant, Robyn Watts.”

The new ad campaign is part of SUPERCOAT’s reinvention during 2008. The brand will use its established reputation, along with celebrity vet, Dr Harry Cooper’s endorsement, to reach the feline market. SUPERCOAT’s expanded portfolio will cater for those looking for cat food that is high in nutritional value and free from artifi cial colours, fl avours and preservatives.

So when you next walk down the pet food aisle, look out for the new face of SUPERCOAT.

PET