Robbie Williams is the new voice of Felix in European campaign

Purina brand Felix experiments with new campaign on TikTok and YouTube, hoping to reach over 30 million consumers in partnership with music megastar, Robbie Williams.

Robbie Williams is now the voice of Felix, a Purina brand, in a new campaign across 25 markets in Europe.

The multi-channel campaign, devised and created by creative agency AFG, will feature across Meta, TikTok, a partnership with YouTube, on as well as further activations later this year.

The launch of the partnership debuts Felix’s latest advert, which aired exclusively on YouTube on 26 January. The ad hopes to reach more than 30 million consumers.

Rebecca Marshall, Felix Senior Brand Manager, Purina UK&I said: “This campaign will continue to elevate the brand to new and existing audiences, and we believe Robbie and his iconic voice are the ideal partnership for us.

“For the first time, we have used different approaches across multiple channels for the campaign, including a YouTube partnership and TikTok with creators in the UK, as well as some upcoming experiential activations. We’re excited to see the results that are delivered.”

Cat-lover Robbie has recorded a new track ‘It’s Great To Be a Cat’ to celebrate the collaboration. He performs the track in his signature style alongside a live orchestra in an accompanying film, directed by Marco Grandia, Robbie co-stars alongside a cheeky Felix, playing second fiddle to the much-loved feline.

The film, co-starring Robbie and Felix, was simultaneously broadcast across all 25+ European markets on 25 January.   

Robbie said: “The cat is out of the bag, I’m the new voice of Felix. I’ve been a long-time fan of cats, I’ve had many feline friends over the years and after studying their fascinating behaviour, I can confidently say ‘It’s Great to Be a Cat’.”