february 2023

Purina petfood puts on a show! ATC – All Things Communicate supports the partnership between Felix® and superstar Robbie Williams with strategical assets

 ATC intensifies  communication of the partnership  between Felix Purina  and Robbie Williams

“It’s Great to be a cat!” is the global concept based on the original song and on visual assets that seal the partnership between the British singer and the iconic cat Felix®. ATC - All Things Communicate has been chosen by the Nestlé Purina Italia Group’s brand to adapt the in-store materials, as well as the B2B and B2C teaser messages.

The great thing about these kinds of projects is they can involve different channels and reach heterogeneous audiences.

In this case, it all started from the Nestlé Purina Italia headquarter, where ATC gave its own creative punch in dressing the head offices by combining the images of the two main characters to the key concept “Two legends. One show”. At the same time, a series of DEMs has gradually revealed the identity of the international artist to the employees, engaging them in a fun quiz. 


The B2B leaflet created by ATC for Felix, with clues about Robbie Williams' career


For consumers, the agency has worked on a set of POP materials to celebrate the prestigious collaboration inside the stores. These assets highlighted the key concept and encouraged people to find out more about the collaboration and the behind-the-scenes of this incredible couple.

For the trade channel, ATC designed a mini-site linked to a contest with tickets to Robbie Williams' show as a prize; while additional materials - including a leaflet, a series of DEMs with clues about the celebrity's career and a specific gift box containing all teaser materials – were created for the press.


In-store communication materials by ATC to launch the Felix project with Robbie Williams