For a long time, cat owners had been sharing their shredded packs with us. So we knew we needed a solution to

help protect their packs from paws.

Our aim was to create the world’s first Impenetrable Pack of cat treats. But we needed the design expertise of

Imperial College London to bring it to life.

After two months of research and development, the team of design engineers had a prototype ready. We

successfully subjected this to a series of scientific, and not-so-scientific, tests to prove that it was impenetrable

not just to cats, but also to blowtorches, angle grinders, fireworks, 2-tonne cars and angry lumberjacks.

To understand the mechanics of a cat attack, engineers at Imperial College worked with vets who provided CAT

scan data (that is, CAT scans of cats).

Then research into materials began. Tests were carried out on aramid and ultra high molecular weight polythene

fibres. But to ensure that this pack was 100% impenetrable, a specialised blend of different materials was

required.

Prototype impenetrable packs were put through a various scientific tests - pulled apart, compressed, subjected to

intense heat and struck with heavy objects at high speed - plus some not so scientific tests - blow torch, fireworks,

an angry lumberjack and a two-tonne bouncing car. And then the cats themselves.

Tests, cats and fundamentally the Dreamies™pack, front and centre, were then combined with plenty of colour and

music into a digital campaign, designed and optimised to disrupt and entertain cat owners in an online space full

of alternative distractions.

Whilst Dreamies™ was gaining a wider audience, regular TV communications were not proving as successful in

driving brand fame (and ultimately sales) amongst consumers under 35. So, the objective of this web campaign

was to reach and engage younger cat owners online. To do this the campaign needed to create highly entertaining

content with the brand front and centre that would succeed in disrupting on busy social platforms.

Whilst the campaign is still in the early stages of launch, in the first two days we reached 950,000 people on

Instagram and Facebook, delivering 951,000 impressions with 67% of this audience being 34 or under. In addition,

over 20,000 people watched our hero 15’’ format with a view completion rate of 30%. To spread the word further,

we also successfully sent out our limited run of packs to those cat owners most in need.