A boring science class wouldn’t do. We had to appeal to consumers’ self interest and their sense of humor.

So we rebranded dogs and cats as DOG® and CAT®—two life-changing prescription drugs. Then we launched these amazing health products through a cliché-ridden pharma campaign, highlighting all the health benefits and some unintended side effects.

We sold our new Prescription Pets through videos and infographics, a product website, and collateral for vet office waiting rooms. At veterinary conferences, prescription DOG® and CAT® were featured in keynote speeches about the research behind the campaign. And at the Zoetis booth, veterinarians could get a dose of DOG® via therapy dogs they could pet and cuddle.

Meanwhile, we laid the foundations for the consumer phase of our rollout, with a long-term social media presence called “The Pet Effect.”

In only a few weeks, our campaign has received enthusiastic support from all across the pet industry, including major brands, national non-profits, veterinary colleges and thousands of veterinarians.