WHISKAS®, part of the Mars Inc. family, is launching Purradise™, an immersive experience for cat owners and fans to explore life from a feline’s perspective.

New research from Whiskas shows 65% of cat owners feel others don’t truly “get” their bond, and 41% value their cat more than people. Purradise™ was created to celebrate this unique connection.

For one day in central London, the pop-up will feature six themed zones, each linked to a feline personality and WHISKAS® product. Visitors can enjoy scent-based games in Aroma Island, massages in Pamper Plains, and treats at Gravy Lake, with each zone designed to capture a different aspect of cat happiness.

Guests can win “purrizes” from WHISKAS® treats to cat-themed goodies through fun activities, and take a Purrsonality Quiz, created with the Waltham Petcare Science Institute, to learn more about their cat’s traits and interests.

“The ‘purr’ is a tell-tale sign of cat enjoyment and happiness,” says Dr Tammie King, Cat Behaviourist at Waltham Petcare Science Institute – the Mars science centre for petcare. “Every cat is unique, different things make different cats happy. That’s why we created our Purrsonality Quiz – to better help cat parents discover what truly makes their furry friends tick. From the Inquisitive Cat to a Pampered Cat, we wanted to highlight the breadth of personality traits cats have and celebrate this with fellow feline parents.”

“Nearly one in five (18%) of UK cat owners believe their cat is their reason for being – a powerful reminder of just how profound the human-cat bond can be,” said Annie Argyle, European Brand Director at WHISKAS®. “We know the relationship between cats and their humans is deeply personal and often misunderstood by others. That’s why we’re bringing Purradise™ to life this International Cat Day – so that we can offer a space where cat lovers can fully immerse themselves in a cat-centric world & gain insights into their cat’s instincts & personality. We hope this will help them to understand what makes their bond with their cat so special and even how they could strengthen it further.”