The idea we created was a simple device called the Heart Charm, a proof of love and respect towards pets, available only from purchasing Frontline Plus.We launched the idea with an emotional TVC introducing the Heart Charm. Our educational print and POS materials were targeted at both consumers and veterinarians. Online we built a community for pet owners to showcase their own proof of love.

The campaign also has a Corporate Responsibility platform, a percentage of all sales go to the ‘Save Pet Project’, providing shelter for dogs and cats without owners.

By making our communication tool a collar charm we managed to utilize a brand new media. Pets literally became our moving billboards and promoted the product at parks and dog runs, sparking conversation and awareness. Similarly, the charm became a key tool for veterinarians as a means for them to discuss the importance of preventative medicine. Importantly, it also became a recognizable symbol of love and respect for your pet, other pets and their owners.

After launching our campaign in Q1 2011, sales increased 150% CPY. However, the events of 3/11 took our promotion to another dimension and our charm became not only a recognized proof of love from owner to pet, but a symbol of hope and common purpose for pet owners throughout the country.