Osteoarthritis isn’t really something pet owners think about until it’s too late. In reality it’s a common canine ailment that can have a huge impact on their best friend’s quality of life. Even though Joint Guard was an industry leading preventative product, its brand was getting tired and wasn’t keeping up with the vibrancy of new, cashed-up competitors. On a minimal budget, our challenge was to make Joint Guard not only cut through but more importantly stay on shelf as retailer support started to dwindle.
A powerfully memorable message was required to regain relevance and remind dog owners of Joint Guard’s key benefit. We created an iconic hero, ‘Rusty’ the dog made of armor, who needed ‘oiling’ to get his joints working again. We refreshed brand assets, packaging as well as integrated vet and retail communications. Programs were put in place to ensure that Joint Guard was set up to claim and regain substantial market share.
- Joint Guard has stood its ground to competitors, now experiencing ongoing growth within key retailers and clinics
- The creative work attained finalist status at the 2013 The Global Awards in the Consumer Animal Product category