Agency: BMP DDB | Authors: Audrey Niven and Les Binet |
Felix
The Cat's Whiskers: How Consistent Advertising Built Brand Leadership
This is the story of how a long-running advertising campaign helped a cheeky young No. 2 brand take on the might of a 40-year-old brand leader and win.
Today, Felix is the biggest selling cat food brand in the UK with annual sales of more than £130 million.1But back in 1989 things weren’t quite so rosy. At that time, Felix only had 6% brand share and was being threatened with delisting. By 1995, however, the brand had...