Feliway

BackgroundFeliway is a natural pheromone product, available as a spray and plug-in diffuser, which is designed to help control and prevent stress-related behavioural problems such as urine marking, scratching and overgrooming in cats.
The challengeWe needed to address the latent need for a cat stress relief product with a consumer audience that wasn’t aware that their cat was suffering from stress; we needed to educate consumers that behaviour which they considered ‘normal’ was actually stress-related. In short we had to create a new market and create demand for that market with an audience who didn’t know they had a need for the product we were marketing.
Our solutionWe created a loveable personality in ‘That Purple Cat’ who appeared in the client’s first ever national television advertising campaign. ‘That Purple Cat’ was given his own Facebook page and Twitter personality as well as a campaign microsite to run alongside the main product website.
This direct to consumer approach was complemented by also targeting the vetinerary channel and retail outlets via a persuasive direct mail campaign including product offers, POS packs and literature.