Felix

Felix, the #1 cat food brand wanted to:

•Strengthen the category leadership by becoming the most popular pet food brand in Europe

•Increase differentiation and build brand equity with a famous voice

•Drive brand consideration through distinctive & innovative content

The Felix Brand Song

Sixième Son created a custom-made track in collaboration with the famous singer Robbie Williams. The idea was to use the power of celebrity to reinforce the brand’s equity. The track is optimistic, upbeat, joyful, and as fun as the great moments between cats and owners. 

Results

This collaboration led to: 

•A strengthened association on brand appreciation, nutrition, and taste

•More visibility to the brand

•An established tagline: “It’s great to be a cat”

•A strong brand personality with character “Felix” the Entertainer

•An increased amount of followers and views on TikTok (146M views)