Emotional Brand Building Success

A case study about the cat food brand Felix demonstrates the success of emotional brand building. The advertising campaign featured a simple concept of a black and white cartoon cat without a clear message. Despite starting as a low-cost brand at risk of being removed from shelves, the brand saw a dramatic transformation over a decade. It moved from being one of the cheapest brands to the most expensive, and from the fifth or sixth largest brand to the number one brand in volume. This success was achieved by reducing price sensitivity gradually, resulting in increased volume, market share, and premiumization through emotional brand building.