Global music superstar Robbie Williams is to be the new voice of Purina’s Felix brand as part of a European-wide campaign across 25 markets.
The singer has recorded a new track, ‘It’s Great To Be a Cat’, with and appears in an accompanying film alongside a cheeky Felix character.
In addition to the film premiere, which launches today (January 25) and is simultaneously broadcast across all 25 European markets, the multi-channel campaign will feature across Meta, TikTok, a partnership with YouTube, and on a new website FelixandRobbie.com. the latest Felix advert aired exclusively on YouTube and is set to reach more than 30 million consumers.
The campaign, devised and created by creative agency AFG, builds upon the brand’s established ‘It’s Great to Be a Cat’ platform, which was first launched in 2022.
Robbie Williams said: “The cat is out of the bag, I’m the new voice of Felix. I’ve been a long-time fan of cats, I’ve had many feline friends over the years and after studying their fascinating behaviour, I can confidently say, It’s Great to Be a Cat.”
Felix Senior Brand Manager Rebecca Marshall added: “It’s Great to Be a Cat is a true celebration of what Felix represents – fun, mischievous, entertaining and a true reflection of just how great cats are. This campaign will continue to elevate the brand to new and existing audiences, and we believe Robbie and his iconic voice are the ideal partnership for us.
“For the first time, we have used different approaches across multiple channels for the campaign, including a YouTube partnership and TikTok with creators in the UK as well as some upcoming experiential activations. We’re excited to see the results that are delivered.”
