|Campaign||The Cat's Whiskers|
|Business Sector||Pet Food, Pet Care Products & Services|
|Philosophy|| 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.