Dreamies Billboards Overwhelmed by Hungry Cats

When it comes to billboards, less is often more. Less text. Less clutter. Less time to get your message across before drivers speed by at 70 mph. That’s led many brands to go big with simplicity—but few have taken that idea quite as literally as Dreamies, the cat treat brand that just redefined feline obsession with one climbing, chaotic billboard at a time.

Rather than cramming their billboard with benefits, bullet points, and branding bravado, Dreamies opted for a bold minimalist approach: just a lonely pack of treats sitting on a stark white background. Nothing else. At first glance, it might seem like someone forgot to finish the ad. Until you look around it.

Surrounding these otherwise plain billboards are a swarm of 3D cats—scaling poles, hanging from walls, clinging to pipes—clawing their way toward that irresistible pack of Dreamies. It’s equal parts marketing genius and feline parkour exhibition.

Why explain what your product does when you can let plastic cats do the talking? These billboards don’t just say Dreamies are irresistible to cats—they show it in the most eye-catching, delightfully absurd way possible. The result: a campaign that doesn’t need copy to make its point. It just needs a few dozen gravity-defying cats and a well-placed treat.

Marketing Takeaway: When your product sells itself, sometimes your job is simply to get out of the way—and let the cats out of the bag (or billboard in this case).