Seresto – The Beauty Of It Is…
The aim of this campaign was to ensure that Seresto continued to be routinely prescribed (standalone or combined with Advocate) above all other flea and tick products in the UK and for it to remain front of mind for vets and pet owners when discussing flea and ticks protection.
Building on the success of our ‘Substance over Style’ campaign, and the fact that research identified the need to re-examine the messaging to address the focus required on particular product benefits – such as the eight month efficacy claim and repellency, we felt the concept needed to be more edgy and direct.
Substance over Style therefore became the idea of Substance over Beauty, or, ‘The Beauty of it is…’ We featured images of cats and dogs which were a bit different – like Seresto – but still beautiful to their owners. These were professionally photographed, ‘beauty’ inspired portraits, focusing on the animal alone, that created real standout in the Veterinary Press.