Cherryflava

The District 9 cat food

Posted on 28. Oct, 2009 by Jonathan Cherry in Advertising

Not just for cats

Prawns love cat food. And their cat food of choice is Lucky Pet, who used the opportunity of the recent District 9 screenings to ‘product place’ themselves at selected theatres.

According to the press release that arrived via carrier pigeon yesterday:

The recent launch of sci-fi blockbuster District 9 presented an ideal opportunity for The Jupiter Drawing Room, Cape Town to align the Lucky Pet brand with the movie storyline through placement of the brand within cinemas. In the movie the aliens have developed an insatiable taste for cat food and will go to great lengths to satisfy their hunger for the food, even risking their lives to get their claws on a tin.

Creative duo James Armstrong (Copywriter) and Andrew Lang (Art Director) seized the chance to leverage the hype around the District 9 movie by placing the brand in this relevant space. When cinemagoers left the District 9 theatres they were confronted with an array of Lucky Pet tins bearing stickers reading “LOVED BY CATS. AND OTHER CREATURES” The synergistic placement of the tins aligned the brand simply yet cleverly with the storyline of the movie, contextualising the brand within this space and harnessing the still fresh, emotive imagery in the minds of audiences.

To further extend the talk-value of the idea, viewers were given tins of Lucky Pet to take home, and promoters reported a sell-out rate of interest from those leaving the movie.

So if you’ve got an alien problem, this is the stuff that’ll sort you out. Your cat will be pretty happy with your choice of distraction too. [thanks Anne]

Tags: cat food, District 9, Lucky Pet