The Inseparables – a double meaning that celebrates both the dual parasite protection of using Drontal and Advantage together and the special relationships we have with our pets.

We took inspiration from the social media trend of recreating old childhood and family photos, right down to location, clothing, pose and in some cases their loyal pets. But this was much more than a story to play out in a TV commercial. It was a platform that opened up dialogue with our fans and retail customers throughout both educational and emotive content.

The core imagery, dubbed ‘The Inseparables’, centres on a young man and his dog recreating a childhood photo dressed-up as superheroes. Attention was given to music, dog breed and the passage of time with subtle changes to the environment to strengthen authenticity. The visual is supported with the headline ‘14 Years on and still fighting crime together, some partnerships are just meant to be’. And a secondary execution was created in stills of a young woman and her cat for rotation and species specific targeting.

We developed a charming visual style through the use of a new colour palette, bespoke font, stationary and doodles to bring to life the idea of family memories and scrapbooks. Infographics and illustrations were utilised to make education simple. Together this injected more fun and flexibility into our creative outputs whilst keeping a golden thread across all the campaign activity, whether branded or tactical/sale focused.

The reception of the campaign has been phenomenal.

Visits to the Drontal and Advantage website have double since launch. To date, we have reached over 6.4 million people through Facebook alone, of which almost 648k have actively engaged with us, and increased our fanbase by almost 1,500. An Inseparables competition hosted on the website, encouraging people to enter pictures of them with their pet, has received over 2,200 entries in its first month. A new YouTube channels has also seen 45k views of the extended TV ad, and other video content associated with the campaign.

New ad copy, tailored to different search queries, has improved CTR for paid search from around 1.0% to 4.0%. The PR element to the campaign has achieved 62 pieces of national press coverage to date with over 500,000,000 OTS and 88% of coverage containing at least two key product messages or a link to