Conoco takes on a feline persona to mark its independence after being spun off from Du Pont Co. In a spot from Campbell-Ewald
, Warren, Mich., part of a $10 million to $15 million brand campaign, a lean feline beats a fat cat to the milk dish by climbing a ladder and a trellis, then hopping through an open window. Voice-over says: "We're much leaner, more agile and much more innovative than the other cats." TV is supplemented by national print ads.