In 1991 I wrote some copy for the first Design Bridge brochure, including an account of our recent highly successful redesign of Felix cat food. ‘The faithful companion, the athletic adventurer, the Vogue model; take a look at the cat food shelves and they’re all there’.
They’re all still there, and it’s good to see that what was then (incredibly) a new story of ‘cheeky scamp’ is still serving Felix well, even though the pack execution seems to get less and less cheeky as it evolves.
Stablemate Go-Cat wisely opts for a completely different brand story, with a heroic ginger Tom bounding out of the pack to claim his just reward for a hard day’s pest control. And now with 10% less cardboard, what’s not to like?!