Felix Catfood: 1989-95. How the cat that crept got the cream - IPA Effectiveness Awards Case Study 1996

Brief Description: Paper looks at 1989-1995 re-launch of Felix catfood, with a new product formula and an advertising budget for the first time. 'What cats are really like' with a new personality. Using newspapers, TV from 1991 and posters from 1993. Resulted in an immediate lift in sales, achieving 10% share and overtaking market leader Whiskas in 1994. Advertising effect ROI giving sales increase for expenditure of £17million giving sales increase of £108m. (Econometric model) ;---(TAGS)--- Full Title: Felix : 'How the cat that crept got the cream' . Felix advertising 1989-1995 ; Number: 1996/107 ; Brand Name: Felix Catfoods ; Client: Spillers Foods ; IPA_ProductCoding: Petcare (Pet food) ; Agency: BMP DDB ; Author: Richard Butterworth, Les Binet ;