GARFIELD BRINGS STAR POWER TO IAMS HEALTHY WEIGHT CAMPAIGN IN THE US
LICENSING ICONIC CHARACTERS FOR TV ADVERTISING CAMPAIGNS
BACKGROUND:
For their latest national campaign aimed at raising awareness for the critical issue of overweight cats in the US, IAMS and their creative agency adam&eveDDB decided to partner with America’s most famous tubby tabby, Garfield, to promote their new product innovation, IAMS Healthy Weight Dry Cat Food. The lasagna-loving, Monday-hating lazy cat seemed like the most suitable fit for the messaging of the campaign.
WHERE BORN LICENSING ADDED VALUE:
As Paramount’s licensing agents for advertising and marketing campaigns, we had the right relationship to secure the license. This was crucial in the process, as the project was post-production heavy and the schedule to achieve this had very tight deadlines. After negotiating the commercial terms, Born Licensing managed all other aspects of the licensing in collaboration with Paramount, including the extensive creative approvals process during pre- and post-production.
THE APPROVAL PROCESS:
Working with such an iconic character and a third-party animation company required a lot of attention to ensure that Garfield was portrayed authentically. After providing assets and poses as references for the creative team to work with, Paramount had to be kept in the loop across all creative development – this included the scripts, storyboards, voice talent, initial designs, edits, and final material amongst many other elements.
THE CALL TO BORN:
Born Licensing was called on by adam&eveDDB to scope the feasibility of the idea very early on in the process and to negotiate the license for Garfield with Paramount, the Licensor. In the research and development phase, we went through different rounds of creatives and feedback, whilst working on the commercial terms in parallel, to make sure all parties were happy.
THE SHOOT:
A member of our team attended the shoot in London to support with any IP-related enquiries, to make sure that the approved scripts and storyboards were followed, and to provide additional BTS context for Paramount during the approval process in post-production. The shoot took a full day, and featured a cutout of Garfield on set!
THE LAUNCH:
The campaign launched at the end of July 2025, with an easel design featuring Garfield was sent for display in vet clinics across the US. The 15” hero spot and the three 6” edits went live in August on paid social media and TV. At the end on November, just before the holiday season, an impressive billboard at the Mall of America in Minneapolis ‘collapsed’ under Garfield’s weight. The billboard reveal was supported by sampling activity and brand ambassadors on site.
THE RESULTS:
The campaign generated significant attention, with social and TV ads live across the US, influencer activations amplifying reach, and a headline-grabbing billboard stunt at the Mall of America.
©2025 by Paws, Inc. All Rights Reserved “GARFIELD” and the GARFIELD characters are trademarks of Paws, Inc. Nickelodeon is a trademark of Viacom International Inc.
THE EXPERIENCE
Born Licensing managed the entire licensing process from start to finish, including research and development, negotiation of commercial terms, the contractual process, invoicing, the brand assurance/approval process, and everything else that came up relating to the use of Garfield.
BORN LICENSING’S WORK >
