Agency: BMP DDB | Authors: Les Binet and Richard Butterworth |
Felix Advertising 1989-95: How the cat that crept got the cream
INTRODUCTION
Can you think of a grocery brand in a mature and established market that, after spending years as a relatively insignificant minor player, suddenly started to grow rapidly, overtaking the market leader in less than five years? More specifically, can you think of a brand that has achieved all this without significantly revamping the product, with parity pricing and with, at best, parity levels of distribution to its rivals?
If you can't, here's one: Felix....