Mars Australia and Amazon Ads have unveiled the results of their Dine ‘Cat Decoder’ campaign, promoted as a “full-funnel experience by Amazon Ads to reveal what your cat is really thinking”.  

Marketed as the premium choice in the cat food category, Mars’ Dine brand sought to strengthen its positioning while reaching younger adult cat owners at scale.

Research shows that while a majority cat owners enjoy spoiling their pets^, their best intentions often miss the mark, leaving them wondering what their cat really wants (Mintel, 2025). Mars says Dine needed an innovative, full-funnel approach that could address this disconnect, drive awareness and consideration, and simultaneously convert new customers.

In response, Amazon Ads Brand Innovation Lab developed a custom-built interactive tool using AWS AI that transformed cats’ behaviours into playful, personalised video ‘translations’. Pet owners could upload photos of their cats and select how they typically interact with their feline companions. The AI-powered tool then generated an animated video of their cats revealing what they might be thinking. 

Implemented across Amazon (including on Prime Video, the Amazon.com.au homepage, online video, display), the campaign delivered over 29.3 million impressions and drove significant business impact, including:  

• 73% increase in units sold on Amazon during the six-week campaign period, compared to the same six weeks period one year ago. 
• 36% of sales from new-to-brand store shoppers 
• 2.2% offline sales uplift across the broader Dine brand, with 2.9% uplift across the total featured Dine products. 

Complementing the Amazon activation, Mars and Brand Innovation Lab also deployed a TikTok-first creator strategy, meeting younger cat owners where they already turn to for entertainment and pet inspiration. The campaign partnered with featured leading cat influencers including Aimee Leigh (@its.aimeeleigh), Jessie Pearce (@jessieadamopearce), Maple Ginger Boy (@maplegingerboi), and Isabelle Petzl-Duncan (@isabellepetzl), reaching 5.5 million cat owners, delivering 33 million impressions and 5.1 million engagements, with an additional 1.9 million views generated through organic creator content. 

The Dine Cat Decoder campaign ran from August to September 2025 across Amazon Australia and TikTok.