Felix Catfoods: Continuity saved the cat - IPA Effectiveness Awards Case Study 2006

Brief Description: This paper is about the power of continuity in advertising. The long-standing Felix campaign came under pressure when sales slumped in 2000-2001, however, Felix stuck with its existing campaign through tough times to emerge stronger, more efficient and more effective than its better-funded rivals. By spending a mere £2.5m per year over 16 years, the Felix campaign transformed a minor brand on the verge of de-listing into a mainstream brand with sales of over £138m a year. This paper demonstrates how long-running campaigns can be used effectively to introduce new news and to introduce products into a different market sector. When things are not going well, the answer is not always to change the advertising ;---(TAGS)--- Full Title: Continuity saved the cat ; Number: 2006/17 ; Brand Name: Felix Catfoods ; Client: Nestle Purina ; IPA_ProductCoding: Petcare (Pet food) ; Agency: DDB London ; Author: Georgia Challis, Barry Lustig, Julia Wood, Les Binet, Sarah Carter ;