Some product endorsements become so powerful, they take over the brand. For years, Spiller’s brand Kattomeat (now engulfed by Nestlé, possibly even extinct?) used a white cat in its ads. The cat was offered a number of varieties of catfood, hidden in black packaging. And always choose the Kattomeat. A simple “preference strategy”, endorsed by the familiar white cat.
Which cat? Well, over time that’s what TV viewers started asking. So the company called him Arthur. On would come Arthur to tell you about the latest yummy flavour. The company got fan mail. Arthur became a celebrity. To the point that the company decided that the Spiller’s Kattomeat brand should be renamed… Arthur’s.
The rest, sadly, is history. Arthur joined all the other white fluffy product testers in cat heaven. But I think he should go down in history for the first feline to undergo the metamorphisis from product endorser to product.