We created a character (“The Simparica dog”) that is made up of words and phrases that reflect the product benefits; and that dog is stretched to be visually elongated to reflect that the efficacy of the product lasts a very long time.

In executing the campaign, the dog character held major prominence (comprising about one-third of the live area) in every tactic, as it was the “hero” of the campaign. Bright colors comprised the color palette, and the typography in the illustration of the dog caused the character to stand out, making the campaign visually compelling. It was important to make a splash with this idea, as this campaign was launching the brand and introduced simultaneously to two different audiences. Visuals and content worked hand in hand to create an integrated campaign that was ownable, distinctive, memorable, and motivating.

The integrated campaign created a big impact on both veterinarians and dog owners, reaching them and engaging them where they work or where they are known to receive information. Via sales representatives’ presentations, veterinarians reacted to the campaign in a positive and engaging way, showing great interest and ultimately purchasing the product. Dog owners showed their approval by purchasing the product, as well. Definitive sales data are not yet available, but the campaign has clearly evoked a positive response.