By John Glenday, Reporter

January 26, 2023 | 3 min read

Veteran crooner Robbie Williams has lent his dulcet tones to pet care brand Purina as the new voice of Felix.

The 90s boy band icon is back in the spotlight for a Europe-wide campaign partnership that includes a raucous new single, It’s Great to Be a Cat, to mark the tie-up in song.

Belting out some feline-friendly lyrics alongside a live orchestra Williams brings his cheeky personality to the mischievous cat, co-starring alongside the animated mascot in an accompanying film airing exclusively on YouTube.

Williams purred: “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 behavior, I can confidently say: It’s Great to Be a Cat.”

Rebecca Marshall, Felix senior brand manager at Purina UK&I, said: “It’s Great to Be a Cat is a true celebration of what Felix represents – fun, mischievous, entertaining and a true reflection of just how great cats are. 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.”

Running across Meta, TikTok, a YouTube partnership, experiential activations and a dedicated website, the campaign was developed and created by AFG, continuing the approach set out in Purina’s brand platform developed last year.

Daniel Taylor, managing partner at AFG added: “For years, Felix has always been a much loved and mischievous cat entertainer, and Robbie is the perfect brand fit. Our brief from Purina was to take the Felix brand to the next level – for it to become a more inspiring and visionary brand for all cat owners.”

Purina hopes to reach 30m consumers on the first day of release.

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