2. Felix‟s ninth life…
Background and objectives
• In the 1980‟s Felix was a • Felix‟s budget for year one
minor player in UK cat was £250k compared to
food market. Whiskas £10m a year
spend.
• Whiskas had 50% market
share versus Felix at 6%. • Whiskas was spending the
equivalent of Felix‟s
• By 1989 the brand was in annual budget every eight
crisis and facing de-listing. days.
• Quaker (owners of Felix) • The aim was to increase
decided to re-launch the market share to 10% in
product with three new two years and stop de-
flavours, a new can and listing.
support of Felix‟s first ever
advertising campaign. • The advertising needed to
work very hard to achieve
the brand‟s growth targets
in face of such intense
competition.
Source: summarised from case history written by Les Binet and Richard Butterworth of BMP DDB
3. The birth of Felix
Strategy
• The persistent advertising image was of the
“perfect”, spoiled, pedigree cat.
• Research uncovered the gap between the perfect Whiskas cat and
how people really felt about their pets:
– “He's an absolute nutter, he terrorises other cats.”
– “They're mischievous, aren't they? Whatever you're doing they'll come
and mither you.”
• ... And so, Felix the cat was born.
3
4. Why national newspapers?
Media and creative rationale
• Quaker‟s creative agency BMP
DDB decided that newspapers
were the most efficient medium:
– TV saturated with cat food ads
and nobody was using
newspapers – Felix would
therefore achieve stand out.
– Stand out would be enhanced
by the cartoon style and look
very different to the usual cat
food glossy photos.
– The low cost of advertising
versus TV allowed for year-
round coverage
5. Why national newspapers?
Media and creative rationale
• Small, mono spaces enabled
flexible positioning so the ads
could pop up in unusual places
reflecting the brand‟s
personality.
• Low production costs made it
possible to run many
executions keeping the
campaign fresh and giving it big
brand feel.
• Newspapers allowed Felix „hitch
a ride‟ on topical issues of the
day.
6. Instant and rapid sales increase
Results
• As soon as first newspaper ads
appeared, sales began to rise
and keep rising:
– 60% sales increase over the first
two years, making Felix the fourth
fastest growing grocery brand in
any category.
– the target of 10% share was met
eight months ahead of schedule.
– econometric analysis showed that
advertising reduced price sensitivity
so Quaker were able to increase
price of product.
– de-listing threat removed and Felix
achieved increased shelf space.
7. Newspapers the most important factor
Econometric analysis
• Product and packaging changes
played a role in Felix‟s success
but analysis showed the greater
impact of newspaper advertising:
– The timing of the sales growth
matched the timing of ads to the
month, whereas the new can and
flavours launched months earlier
– Econometrics showed newspaper
advertising was the biggest factor
in driving sales and distribution
growth.
8. …and Felix climbed all the way to the top!
Longer term results
• Higher sales revenues provided
extra advertising budget to
extend the campaign to more
newspapers, TV and posters.
• Sales quadrupled and Felix
displaced Whiskas as number
one brand.
