SHEBA®, part of Mars Petcare, has launched a new global marketing campaign aimed at strengthening the emotional bond between cats and their owners through a structured 7-day challenge called “De l’indifférence à l’adoration”.
The campaign is built around consumer research suggesting that 64% of cat owners in France have questioned whether their cat actually loves them, highlighting what the brand describes as a “communication gap” between pets and owners.
Mars Petcare said the initiative is designed to help owners better understand feline behaviour and improve daily interaction through simple routines, feeding habits, and play-based engagement. The programme also includes behavioural guidance developed with the Waltham Petcare Science Institute, Mars’ research centre focused on animal health and nutrition.
As part of the rollout, SHEBA® is working with French content creator Henry Tran, featuring a storytelling format where his cat Mocca becomes central to the campaign narrative. The activation is being pushed across digital channels, retail touchpoints, and social media platforms in France and selected international markets.
The brand is also introducing an AI-based “Catbot” tool designed to guide owners on reading cat behaviour, from subtle body language cues to feeding patterns and interaction timing.
The campaign includes a satisfaction guarantee offer in participating French retail markets, reinforcing the product trial element alongside the emotional messaging.
Mars Petcare said the wider goal is to improve understanding of feline needs and strengthen long-term pet-owner relationships through science-led guidance and behavioural insights.
