Tiny Defender of Dogs
Tick and flea medicine is the largest category in pet health marketing. And while most of our competitors were in an arms race to prove who’s toughest on ticks and fleas, we saw an opportunity to talk about something equally important to pet owners – being gentle enough for the pups they love. So, we decided to give the category a little character…literally. Credelio, the tiny defender of dogs was created as the pup-loving-tai chi-doing-amateur-stand-up-comedian-kung-fu-kicking-mini-metaphor spokesperson for the product itself.
The tiny defender character gave us the freedom to play in social. Which was crucial to ensuring we were delivering relevant content to our audience, and at the same time, maintaining compliance with FDA regulations for a prescription product.
If a pet owner doesn’t ask about a specific medication during their visit, the vet isn’t likely to push one brand over another. So, remaining top-of-mind and reinforcing the campaign at the moment of truth was a critical point in the customer journey.