A relatively new itch therapy for dogs, Apoquel is a major focus product for Zoetis, the UK’s No1 animal health company. Crimson Cat were trusted to develop a new campaign to bring the product to life in the eyes of vets and build prescription of this extraordinary drug. Our approach, the ‘Eureka’ campaign, perfectly positions Apoquel as a breakthrough in managing canine dermatitis.



A distinctive message
The campaign, featuring the exploding lightbulb and buster collar, highlights the life-changing results this unique product offers to vets, owners and their pets. Rolled out across advertising, sales support literature, website, web banners and POS, the campaign is changing behaviour of vets nationwide.



The campaign has been extended using real testimonials from vets and dog owners who have experienced first hand how this outstanding product is changing lives.