The media team came up with a partnership with Outside magazine that went beyond print ads to include social media mentions, photos and advertorials. But to launch the campaign, we were looking for something more inventive to resonate with adventurous dog owners and veterinarians. We chose the most prominent media buy we could get — wrapping the magazine. The plastic wrap cleverly played off the Outside masthead to convey the Parastar® message. And rather than use a wasteful piece of plastic that might turn off our eco-conscious target, we created a biodegradable polywrap that dog owners could us as a poop bag on their next adventure with their dogs.

In the months since the launch, sales, clinic penetration and market share have more than doubled their initial goals.