Felix rode one consistent cat from near-death to a billion-dollar brand
5x
sales and market share
halved
price elasticity
CaseBrand & Creativity
Felix cat food ran one black-and-white cartoon cat consistently from 1989 to 2011 - through recessions, new channels and new markets. Sales and market share rose five-fold, price elasticity halved, the brand moved from budget to premium pricing and toppled the market leader on a fraction of its budget, ending up a global brand worth over a billion dollars.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
Felix 1989-2011 (Les Binet), via The Power of Compound Creativity, s. 27-30
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