EXTENDING USE OF A WELL KNOWN BRAND
Convenia is a unique one-shot antibiotic for cats and dogs developed by Zoetis, the UK’s No.1 animal health company. Already first choice for cats, research had shown that the brand had stalled in dogs, despite several clear advantages over the competition. In order to challenge vets’ habits we chose to leverage their already positive views of the brand in cats.
Delivering the message in a distinctive way
Our creative solution, the ‘Dogs Deserve Convenia too’ campaign, featured dogs masquerading in cat outfits and used a little humour to deliver a serious message. Rolled out across press and digital advertising, sales support literature and website, the campaign has created a real stir in the market.
Zoetis are thrilled with the impact that this campaign is having on the brand and in addition, the advertising gained Crimson Cat a new accolade at the Veterinary Marketing Awards.