Pet Care

Animal food, veterinary and boarding services, breeders.

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PROGRAM

1998 SILVER

Back to her old self

The goal of the campaign was to successfully launch new Rimadyl, the first non-steroidal anti-inflammatory developed for dogs to provide relief from the pain of arthritis. We also had to establish and build the category, and educate dog owners about the signs of arthritis so they would be motivated to discuss Rimadyl with their veterinarians. We wanted to position Rimadyl as not just a pain relief pill but as a product that could give their dog back the joy of movement and get her back to her old self.

Brand: Rimadyl
Client: Pfizer Inc.
Agency: Colle+McVoy
Language: English

1997 GOLD

Flea Free Convenience

The Flea Free Convenience campaign evloved the character of the appealing, animated "Henry" dog who promoted PROGRAM in 1995. In 1996, "Molly" the cat was introduced. The campaign strategy focusses on the differentiating benefit of the convenience of administering PROGRAM over the myraid other traditional flea control options. The campaign goals were to grow the Brand by continuing to change consumer purchase patterns by driving them to the veterinary clinic for flea control products. Simultaneously, an additional goal was to introduce PROGRAM for cats.

Brand: PROGRAM
Client: Ciba Animal Health
Agency: Earle Palmer Brown
Language: English

1997 SILVER

Pyramid

The PEDIGREE Pyramid campaign was to establish the nutritional high ground for PEDIGREE Dry. The pyramid campaign was similar to the Federal Food and Drug Adminstration's human food nutritional pyramid that tied spe cific nutritional elements back to brand attributes and benefits for the pet.

Brand: PEDIGREE Brand Food For Dogs
Client: Kal Kan Foods, Inc.
Agency: Grey Advertising Western Division
Language: English