Argos launches Mew-Tube, a livestream of kittens to soothe stressed shoppers

Mew-Tube on Argos


Sainsbury’s-owned Argos has taken an interesting approach to marketing around Black Friday. Apart from the expected stream of ‘don’t miss it’-style emails around the day, the company has launched “Mew-Tube”, a live stream of kittens on its website designed to soothe stressed shoppers.

It went live on Thursday evening, and while it’s an entertaining break from the current shopping frenzy, you can’t avoid noticing that the kittens are playing with cat toys from the Argos pet range and are also surrounded by other Black Friday-related Argos items, such as a Star Wars BB8 toy, Teksta Dog, My Little Pony Castle playset and Xbox One X.

It’s probably the most unique Black Friday effort by any UK retailer this year and comes courtesy of its agency Hope & Glory.

The company’s digital director Mark Steel said: “We know that Black Friday can feel a little overwhelming for some people as they search for the best deals, so we took this opportunity to offer a calming solution in the midst of what is, for many, a shopping frenzy. The calming impact that animals have on people is well documented, so our kitten stream is designed to offer the ultimate take-a-break moment – a ‘paws’ for breath.”

It follows an increasing tendency for brands to use animals in advertising with dogs the current favourite, cropping up in both relevant and irrelevant scenarios.

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