Brief Description: The objective was to win the brand leadership from Whiskas. The 5 year plan to become no. 1 involved increasing trial, protecting loyalty and improve brand image. Felix overtook Whiskas' market share in 1997. New buyers were converted and existing buyers' loyalty was strengthened. Correlation between regional performance and regional TV upweights. The rate of return on advertising investment is equivalent to 67% annual interest---(TAGS)---Full Title: Felix Catfoods - Felix: The Cat's Whiskers: How consistent advertising built brand leadership ; Number: 2000/31 ; Brand: Felix Catfoods ; Client: Friskies Petcare LTD ; Product Category: Petcare (Pet food) ; Agency: BMP DDB ; Author: Audrey Niven, Les Binet ; Prize Winners: 4 Star (Adworks ref: Advertising Works 11)