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 Catfoods ~ Felix : 'How the cat that crept got the cream' . Felix Advertising 1989-1995; Number: 1996/107; Brand: Felix Cat Foods; Client: Spillers Foods; Product Category: Petcare (Pet food); Agency: BMP DDB; Author: Richard Butterworth and Les Binet; Prize Winners: Silver (Adworks ref: Advertising Works 9)