Felix - Continuity saved the cat

This paper describes the long-running campaign for Felix cat food. By 'tapping into people's real relationships with their cats', and sticking to it, Felix came from nowhere in 1988 to rival Whiskas for brand leadership by 1999.
Agency: DDB LondonAuthors: Georgia Challis, Barry Lustig, Julia Wood, Les Binet and Sarah Carter

Felix – Continuity saved the cat

INTRODUCTION

This paper turns the spotlight on an endangered species: the long running campaign. Once the stalwart of our TV screens, now most of them are extinct. They have become the victims of “musical chairs” marketing tenures, the thrill of the agency pitch and the mantra of “disruption is good” that pervades current communication thinking. We estimate that only 10 campaigns have been running for more than 15 years in the UK.

Here, we examine the power...

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