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,...