The Virtual Felix campaign has been a huge success in generating awareness and building the Felix brand within the online environment. More importantly, it has allowed Friskies to build a relationship with consumers coming back to www.catslikefelix.co.uk. Due to its viral nature, more and more visitors are coming to the Felix website to start their relationship with Felix. However, the online offering has increased hugely over the last year and stand out from the interactive clutter can only be achieved through understanding consumer needs and satisfying these needs with added value.