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Felix - "Rascals Reward Foil" - adam&eveDDB

  • Rascals Reward Foil
  • Felix
  • Friskies Petcare
  • adam&eveDDB
  • United Kingdom
  • The Cat's Whiskers
Product NamePet Food
Product CategoryPet Food, Pet Care Products & Services
MarketUnited Kingdom
Media TypeTelevision
Length31 Seconds
Awards IPA Effectiveness Awards, 2000 () for 4-Star
Rascals like Felix like Rascal's reward.


This is the story of how advertising helped Felix steal Whiskas' brand leadership. Our ads increased consumer demand and had a direct effect on distribution - a significant new learning about how the advertising works.

Advertising increased Felix's volume to make it No. 1, and added 11% to sales value. With a rate of return on this investment in advertising of 67%, no-one can deny the achievement of our mischievous little black and white cat.