A transparent replica of a Purina Friskies pack was slipped over a tank filled with live fish to communicate the message ‘Real fish, real goodness’. The transparency of this pack was customised to ensure that only the silhouettes of the swimming fish could be seen from the outside. This unique pack was then placed in the fish section of several pet shops.

This promo helped to drive queries for the new Marine Balance variant, and later, shelf off-take, enabling Purina Friskies to maintain clear market leadership despite its premium pricing and fierce competition from other brands.