Nestlé Purina Petcare: Follow Felix

Felix, a Nestlé Purina petcare brand, used PR to help make the brand stand out from rival cat food products in Germany, entertain and enlarge the Felix online community, and generate social buzz by creating the first wearable technology for cats.

Campaign details

Advertiser: Nestlé Purina PetcareAgency: Weber Shandwick

Summary

Cats equal page views. But have you ever wondered what our feline friends are getting up to when they're not owning social media? We came up with the idea of creating the first wearable technology for cats, to solve the mystery of the secret lives of "clever cats" for Nestle Purina Petcare's cat food brand Felix. We fitted 50 felines with a bespoke safety harness and GPS, packaging the innovative tracking data with reams of original content including video, visuals, expert articles and games. Owners loved the "quantified...

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