Relaunching Felix with a New Face
BRAND STRATEGY ● PRODUCT LAUNCH ● DIGITAL MARKETING
Opportunity
Independence Pet Group had acquired a young, generic pet insurance brand with minimal market presence. The opportunity was to transform this blank canvas into Felix—the market's first cat-only insurance brand—and launch it quickly to capture an underserved segment.
Strategic Solution
A Differentiated Cat-Centric Brand: Developed a quirky, authentic brand that spoke directly to cat owners' sensibilities in a dog-centric market.
Digital and PR Campaigns: Deployed campaigns across multiple digital channels to drive awareness and demand.
Product Enhancements: Conducted customer research to recommend enhancements to the insurance product that would specifically benefit cats and their unique health needs.
