This paper is about the power of continuity in advertising. The long-standing Felix campaign came under pressure when sales slumped in 2000–2001; however, Felix stuck with its existing campaign through tough times to emerge stronger, more efficient and more effective than its better-funded rivals. By spending a mere £2.5m per year over 16 years, the Felix campaign transformed a minor brand on the verge of de-listing into a mainstream brand with sales of over £138m a year. This paper demonstrates how long-running campaigns can be used effectively to introduce new news and to introduce products into a different market sector.  When things are not going well, the answer is not always to change the advertising.

Media used TV: Print: Outdoor: Interactive: FM

For the complete case study visit the WARC website.