Felight

What we did:

Campaign Design

Social

Brand Activation

How does One elevate the Royal Wee?

With a successful existing brand identity and a newly launched packaging design, Felight approached us with the task of making cat litter sassy! Never ones to shy away from a challenge we knew creating a campaign filled with personality that was noticeable, ownable and had legs to be rolled out across multiple channels was what Felight needed to drive brand awareness and create a bang on social to set it apart from it’s competitors in the mind of the consumer.

Challenge.

Building on our successful partnership with Pets Choice, the Felight brand approached us in an exciting time for their business. After a successful packaging re-launch across their cat litter and accessories the brand needed a way to solidify Felight in the minds of its customers, increasing brand awareness and causing a disruption in the marketplace. We saw a huge opportunity to develop a fun, memorable campaign that would not only compliment the bright pink sassiness of the new packaging but would also create a buzz on social media to set the brand nose-and-tail apart from its competitors.

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Idea.

To drive relatability throughout the campaign we landed on a royal theme, playing in to the premiss that feline friends are often treated (and act like) kings and queens of the house. By focusing on a positive upbeat personality and re-imagining the litter tray as a throne, we not only played into the royal theme but added a level of humour to create a disruptive presence and encourage share-ability on social media.

The fun tone of voice helps to set the royal tone throughout the campaign. Playing on the sassiness and confidence of the feline personality helps to make the campaign relatable and resonate with cat-owners and cat-lovers alike. By designing a suite of assets, sourcing and retouching all imagery and producing an accompanying creative toolkit for ease of rollout, the internal Felight team have all the tools they need to continue to bring the royal vision to life, with flex for new product launches in the future.

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Impact.

Following a royal unveiling on social, the campaign has launched with a bang, driving brand awareness and encouraging share ability online. We are so excited to continue to build our relationship with both the Felight team and the rest of the cool cats and kittens within the wider Pets Choice brands.