The Best Cat Toy Ever

Some cat owners in Türkiye have named their pets after the chocolate-covered marshmallow treat. A campaign from ROSWO found a playful way for the brand to return the affection.

Search for Çokomel on Instagram and chocolate is only part of the picture. There are also cats whose owners have given them the same name as the familiar snack.

In Türkiye, where cats make themselves at home in neighbourhood shops, on windowsills and in family life, those names carry affection. For Çokomel, they revealed a relationship that existed long before the campaign.

ROSWO took that discovery as its starting point for “From Çokomel to the Çokomel Cats,” developed for the pladis brand. The next part of the idea came from something many cat owners recognise: a new toy can go ignored while a scrap of packaging provides all the entertainment.

Çokomel’s wrapper offered just such a possibility. After finishing the snack, owners could crumple it into a ball for their cats to chase and bat across the floor. The treat was for the person; the game that followed was for the pet.

“An Instagram search turned up all these cats called Çokomel. People were naming their pets after something they loved. Then we found a little girl’s school assignment about her cat, Çokomel. She wrote that she loved her cat so much she wanted to be Çokomel herself. That was the clue. Cats love shiny things that rustle, and Çokomel’s wrapper was right there,” said Onur Kutluer, Founder & ECD at ROSWO.

A how-to film showed owners what to do, inviting them to try it themselves and share their cats’ reactions. Cats with any name could join in. Those called Çokomel simply gave the invitation its personal connection.

There was little to explain and nothing extra to buy. A finished snack, a crumpled wrapper and a curious cat were enough to recreate the idea at home.

The case study puts the campaign’s reach at 104.3 million in three days, alongside an 8% uplift in unit sales. It also reports that 79% of people creating Çokomel content during the campaign were doing so for the first time.

What began with owners choosing a name became an invitation to spend a little time playing together.