Its packaging has a recognizable purple colour, and its logo consists of a stylized silhouette of a cat's head.

Whiskas, originally known as Kal Kan, started manufacturing pet foods in 1936 from its headquarters near Los Angeles, California.

In 1989, Kal Kan changed its name in the U.S. to Whiskas, to bring it under a single international brand (in line with their European operations) and to help unify advertising campaigns globally.

[3] Although Kal Kan had more brand equity in the United States, "Whiskas" was also found to be perceived by consumers a more likeable and "feline-sounding" name.

[9] The VHS release featured a small segment on how the advert worked and showed several cats' "reactions".

Slogans with the same meaning are used in Serbia, Germany, Austria, Finland, Estonia, France, Slovakia, the Czech Republic, Russia, Romania, Poland, the Netherlands, and Slovenia.