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: Felix Catfoods; Client: Nestle Purina; Product Category: Petcare (Pet food); Agency: DDB London; Author: Georgia Challis, Barry Lustig, Julia Wood, Les Binet, Sarah Carter; Prize Winners: Silver, Best Read (Adworks ref: Advertising Works 15)