Dodgy dog breath can be the first sign of serious dental disease in our canine companions, with 80% of dogs over the age of three affected by periodontal disease. But there is solution.
Ceva Animal Health, which has a strong reputation and history in Europe, tasked us with launching their Prozym Dental Treatment range in Australia – a market that is packed full of dental ‘treats’, such as Dentastix and Greenies, all of which have big budgets, attractive packaging and lots of in-store support. Our budding little brand had big shoes to fill.
But unlike the competitors’ doggy ‘treats’, the Prozym Dental Treatment range contains RF2, an exclusive ingredient that fights biofilm, an early step in dental disease, which helps to keep Aussie pets happy and healthy.
With minimal support from traditional retailers, we had to create a dynamic and effective campaign that would cut through the clutter in veterinary clinics, in-store and online. The first step was to transform the packaging so we could win at the shelf regardless of any other activity or support.
But in order to successfully launch the product in this crowded market, we needed to establish the human benefit of doggy dental hygiene – fixing bad breath. Our research found that if owners are suffering the smell of bad doggy breath, chances are their fur friend is suffering too. They could be showing the first signs of serious dental disease.
Our strategy team developed the single-minded proposition ‘More than a treat, it’s a treatment’ and our creative team brought the idea to life through the ‘Kissably Clean’ campaign. We turned the negative of bad dog breath into a positive for owners who treat their pooch with Prozym Dental Sticks by capturing the fun moments when canines and humans show affection for each other with those awkward licks on the face, lips and even mouth. The tagline reads ‘Fresh breath. As tested on humans’.
International award winning photographer Andreas Bommert was recruited to capture these special moments using of the finest dog talent in Sydney we discovered to bring humour and a human truth to the shoot. Take a peek at some of the behind the scenes action here.
With a limited budget we decided to showcase the creative through a simple, yet cohesive point of sale suite, along with a collection of digital display ads.
We’re extremely proud of the creative result and excited by the possibility of ongoing activity throughout the second half of the year. Keep and eye out for the campaign at your local vet, and online.
Amy Chong, brand manager at Ceva Animal Health added: “We are really excited to launch Prozym. So much work has gone on behind the scenes and Affinity have done an amazing job pulling it all together. The agency has developed an insightful new brand positioning which will stand out and create a strong personal connection with dog owners.”
As covered in:
The Drum (UK)
Ads of The World
Campaign Asia Pacific
Little Black Book