Brand Tone

Caring & Empathetic, Scientific & Authoritative, Reassuring & Supportive, Positive & Hopeful

Brand Values

• •Cat Welfare
• •Science-Driven Solutions
• •Owner Support & Education
• •Trust & Credibility
• •Harmony in the Home

Best Practices

• •Emphasize Empathy and Understanding: Always start from a place of understanding the cat owner's concerns and the cat's experience. Use language that shows you care about feline well-being.
• •Lead with Science, Support with Emotion: Highlight the scientific backing and veterinary recommendations to build credibility, but connect these facts to the emotional benefits for both the cat (calm, security) and the owner (peace of mind, a happier pet).
• •Use Clear, Reassuring Language: Avoid overly technical jargon where possible, or explain it simply. The goal is to reassure owners that help is available and the solutions are easy to use.
• •Focus on Solutions and Positive Outcomes: Frame the copy around solving specific problems (spraying, hiding, conflict) and the positive changes Feliway can bring to the cat's life and the home environment.
• •Maintain a Supportive and Educational Stance: Position the brand not just as a product seller, but as a knowledgeable resource for cat owners. Encourage them to learn more about cat behaviour and how Feliway fits into a holistic approach to cat welfare.

Social Perception

Helpful Problem-Solver (for many), Mixed Efficacy (for some), Trusted by Professionals, Concerns about Cost and Occasional Issues, Informative Resource

Copy Examples

• •Headline: Feeling the stress of a stressed cat? Body: Create a calm oasis for your feline friend. Feliway's scientifically proven pheromones help reduce spraying, scratching, and hiding, bringing peace back to your home. Learn more about the science of cat calm on our website.
• •Headline: New Cat? Happy Home, From Day One. Body: Introducing a new cat can be wonderful, but also unsettling for them. Feliway Classic helps your new companion feel safe and secure, easing their transition and preventing stress-related behaviours. Vet recommended for a harmonious start.
• •Headline: Is Your Cat Scratching More Than Their Post? Body: Unwanted scratching can be a sign of stress. Feliway Optimum provides an enhanced message of serenity, helping your cat feel more comfortable and redirecting scratching to appropriate places. Discover how 25+ years of feline expertise can help.
• •Headline: Travel Without the Trauma. Body: Vet visits or car journeys don't have to be a nightmare. Feliway Classic Spray provides on-the-go comfort, mimicking natural feline facial pheromones to help your cat feel secure wherever you are. Make every trip a little easier.
• •Headline: Multi-Cat Household? More Harmony, Less Hassle. Body: Living with more than one cat can sometimes lead to tension. Feliway Friends is clinically proven to help reduce conflict and encourage cats to get along better. Create a more peaceful environment for all your furry family members.