Felix - “Kitten”
|Agency||Adam & Eve DDB|
|Product Name||Pet food|
|Product Category||Pet Food, Pet Care Products & Services|
|Campaign Name||The Cat's Whiskers|
|Country of Production||United Kingdom|
||IPA Effectiveness Awards, 2000 (Shortlist) for 4-Star|
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.