IPA Effectiveness Awards 2006: Silver Award - Best Read

Campaign title: Felix: how continuity saved the cat
Client: Nestle Purina
Agency: DDB London
Authors: Georgia Challis and Barry Lustig, DDB London; Julia Wood, DDB
Contributing Authors: Les Binet, DDB Matrix; Sarah Carter, DDB London
Media used: TV, print, outdoor, interactive FM

IN A NUTSHELL: A minor brand on the verge of de-listing transformed into a mainstream brand with sales of more than £138 million a year.

SUMMARY: 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 £2.5 million 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 more than £138 million a year. This paper demonstrates how long-running campaigns can be used effectively to introduce 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.

JUDGE'S COMMENT: A real insight into the value of consistency. In a marketing environment where we change things so often, this is a paper that shows the rewards of a courageous, long-term campaign built around a strong creative and insightful idea. Consistency pays, this is a great long-term story, with interesting uses of channels and well laid-out metrics.

- Greg Nugent, marketing director, Eurostar.


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