FELIX is a cat food brand that champions active and engaged relationships between pet cats and their owners. To this end, the brand is constantly improving or creating new and interesting ways for owners to enrich their cats’ lives through everyday feeding moments.
One of their latest creations: FELIX Play Tubes, a tasty, crunchy and irresistibly playful cat treat designed for owners to use as a multimode cat toy, all on its own.
How do we introduce and convince cat owners in APAC that FELIX PlayTubes is a new and exciting way to elevate their relationship with their cats?
Clever Game of Treats!
Let’s celebrate and encourage active participation in our cats’ playtime by reframing every treat session into an exciting sporting event.
With crunchy kibbles uniquely shaped to roll, toss and stack, owners can trigger instant play anywhere, anytime they want. With no prep time, no extra toys, anyone can create quality bonding moments with their cheeky rascals by simply opening a pouch of delicious FELIX Play Tubes.
Main Launch Video
Social Videos
Toss for a game of catch, roll for a race, stack faster than they can topple and discover more games for elevated fun times with your little mischief makers!
Supporting Assets
As part of Purina’s long-term sustainability goals and commitment to finding natural substitutes for artificial additives, the new FELIX Play Tubes has 100% recyclable packaging and contains 0% artificial colours, flavours and preservatives.
Point-of-Sale Assets
These assets were released in Thailand, Malaysia and Taiwan. FELIX Play Tubes is the first Purina cat treat to be launched in Thailand and Malaysia.
