Objectives:

• Offering for 10 years COLLECTOR’s gifts to cat owners
• Renewing every year the gifts offered in the Felix “shop”

Constraints:

• Gifts' attractiveness, either for the cat or for the owner
• Including FELIX’s black and withe decor

Dakota’s strategy & actions:

• A wide selection of gifts with a funny design (cat tail umbrella, cat head shaped pet bowl…) or useful gifts (pet feeding mat, sisal scratching post)
• 10 years of ideas, 10 years of brand loyalty, 10 years of commitment from cat owners
• The FELIX shop is a real case study of a repeating, long term promotional action that made a deep impression on people’s minds