Purina Launches First Ever Clever Cat-A-Thon Course

Purina Launches First Ever Clever Cat-A-Thon Course

Nestlé Purina Petcare will launch Australia’s first-ever FELIX Clever Cat-a-thon, a large-scale obstacle adventure course in Sydney and Melbourne that will put humans and pet owners to the test by celebrating the clever and mischievous nature of cats.

As Australia’s cat fascination increases, the FELIX team designed the Clever Cat-a-thon with pet-lovers in mind to provide Aussies with a cat-eye perspective on the world for the first time, and put the theory to the test: are cats as clever as we think they are?

On the 16m x 9m cat-themed human obstacle course, Aussies will compete against each other in ‘cat-mode’. Combining both physical and mental skills, contestants will be challenged to race against the clock, navigating larger-than-life replicas of household items that cats encounter every day, including clawing across the window sill and moving life-size pet-food favourites, FELIX SENSATIONS Jellies.

Jackie Wilson, regional VP of marketing, Purina says the FELIX team has created a fun yet cunning contest for Australian cat-lovers that will bring the well-loved clever and mischievous personality of FELIX to life.

“At Purina, we know how much people love cats, they have permeated almost every aspect of pop-culture, from Grumpy Cat to TV shows, and cat cafes, which is why we have made the world’s first human Cat-a-thon, an obstacle course for pet-lovers centered around the cleverness of cats. This playful Clever Cat-a-thon will enable Aussies to truly understand their feline friends and the mischief they get up to when no one is home.”

FELIX is a well-loved brand around the world, having launched in Australia two and a half years ago. Most recently the brand expanded its offering to include ‘FELIX SENSATIONS Jellies’, a range of delicious meals prepared with tender meaty pieces in delicious and flavourful jelly pieces which look, smell and taste so good that cats find them irresistible.

Passionate pet owners looking for a fun challenge are invited to compete in this one- of-a-kind obstacle course. On Saturday 12th November, TV personality and Big Brother winner Tim Dormer will be on hand to encourage contestants, as well as attempt to navigate the obstacle course.

Clever Cats Get FELIX!

WHAT: FELIX Clever Cat-a-thon – giving Aussies a clever feline point of view
WHEN: SYDNEY – Saturday 12th & Sunday 13th November 2016 from 9am – 5pm / MELBOURNE – Saturday 26th November 2016 from 9am – 5pm
WHERE: SYDNEY – Overseas Passenger Terminal (OPT), Circular Quay / MELBOURNE – Queensbridge Square, Southbank, VIC
COST: Free to participate
REGISTRATION: Online and in-person on the day
AGES: 13+


Creative: Traffik Group (concept and execution)

Executive Creative Director: David Mardon

Creative Director: Adam Terrey

Digital Director: David Loughnan

Digital Producer: James Page
UX/Design & Front End Development: Erik Bernacchi Back- End Development/ Technical Lead: Iggy Sandejas Senior Account Manager: Olivia Sparks
Account Executive: Scott Templeman

PR: F4WARD Agency
PR Lead: Aisha Jefferson
Senior Account Executive: Elise Hendriksen

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