Forget Influencers - Cats Are the Real Stars of Marketing

Long before cats ruled the internet, they were already seen as majestic. A little bit of history class (This is not boring, trust us 😉): Ancient Egyptian society held cats in such high regard that they became divine symbols, capable of bringing good luck to the people who housed them. And those who killed the furry felines, even by accident, were sentenced to death 💀.

Fast-forward a few thousand years - a cat named Stubbs was elected mayor of the Alaska town of Talkeetna and ‘served’ for 20 years. He didn’t have political power BUT people from all over the world visited just to meet him and brought unexpected fame to the tiny Alaskan town.

Mayor Stubbs - Source from Wikipedia

Here’s the truth: Cats don’t even need to try hard, they just ‘exist’ and everyone melts. Their evolution? Not much has changed for centuries…That’s the magic marketers are now tapping into, called Catvertising - where every purr, meow, and head tilt becomes content gold.

This is a strategic psychology game

A 2015 study found that watching cat videos doesn’t just lift your mood - it gives you an energy boost too. So, it’s no coincidence that brands use these feline fellas to spark engagement, generate buzz and stay top of mind. But there’s more to it than just the awww factor.

#1 Cuteness that connects

There’s something universally heartwarming about cats. Their fluff, their big eyes, their tiny meows - it’s an instant serotonin hit. And in marketing, emotions sell. Cats create that instant emotional connection, encouraging shares, likes, and ultimately, brand love.

#2 That "I don’t care" energy

Cats naturally project that cool, aloof, “I’m better than this” vibe - and weirdly, we relate. Brands use this to their advantage, pairing cat visuals with snarky captions, sarcastic memes, or deadpan humour. It humanises the brand while keeping things light, relatable, and highly shareable.

#3 They trigger emotion & memory

Cats have a unique way of tugging at heartstrings, especially if you’ve had one as part of your family or have heartwarming (and sometimes chaotic) memories of them. A soft meow, the feel of stroking fur, or a playful rub against your leg can instantly spark flashbacks and feelings. It’s a form of sensory marketing where brands tap into familiar sights, sounds, and emotions to spark nostalgia and deepen personal connection.

Brands that put cats in the spotlight

Now let’s look at a few that have done it purr-fectly and turned it into scroll-stopping gold.

Kucing Happy by Bank Simpanan Nasional

BSN introduced "Kucing Happy" (Happy cat), a cheeky, talking cat appointed as the bank's Chief Happiness Officer. This feline mascot engaged Malaysians by granting whimsically interpreted wishes submitted via the #KucingHappy hashtag, leading to a surge in social media engagement and a refreshed brand image.

Enchanteur x Scentify

Enchanteur and Scentify's 2025 Raya campaign humorously addresses the common concern of pet odours during festive gatherings. Featuring Pierre, a self-assured cat who realises he's no longer the centre of attention due to the home's refreshing scents. This cheeky ad plays on cat-like jealousy in the most relatable way, turning feline drama into fragrance-driven storytelling.

Mercedes-Benz CLA

A sleepy cat gliding down the car model’s sleek roof perfectly shows off the car’s aerodynamic design. It’s a simple, clever use of catvertising.

ZUS Coffee x NikoNeko

Image source from ZUS Coffee Malaysia

ZUS Coffee teamed up with Niko Neko Matcha for the Matcha Macam Series - four matcha drinks with a subtle feline twist. Along with refreshing flavours, customers also got a free Niko Neko cat sticker sheet.

Jero by Tenaga Nasional Berhad

Image source from Tenaga Nasional

Jero the cat isn’t just any feline - he’s a festive icon in Tenaga Nasional Berhad’s (TNB) festive ads. Over the years, Jero has featured in multiple campaigns, always bringing warmth and cheeky charm to the celebrations.

Oh, cat memes? Let’s see how these brands nailed it.

Bank Negara Malaysia

PERKESO x Paynet

Visa Malaysia

Cats don’t chase attention. It comes to them.

The same goes for campaigns that get it right. If you’re looking to inject charm, humour, and emotional pull into your brand story - catvertising might just be your secret sauce.