MBC - Marketing, Branding & Creative - Seresto 'Style Over Substance' Campaign

ISSUE

Seresto is a flea and tick collar that protects dogs and cats for up to 8 months. Research with UK vets told us the flea and tick collar category was viewed as old-fashioned and often not an effective method of parasite control. For this reason and because the collar was perceived to be ‘unattractive’ vets were reluctant to prescribe Seresto.

Idea

Inspiration for our ‘Substance over style’ campaign came from the aspirational Vogue magazine and London Fashion Week. By portraying the collar as a ‘must-have’ accessory for dogs and cats, we were able to create some stunning photography that would not be out of place in a high-end fashion magazine, creating huge standout in the veterinary press. Our ‘Substance over Style’ campaign challenged vets’ perception, expressed through a range of stunning campaign visuals showcasing Seresto as the ultimate accessory for every flea / tick season.

IMPACT

The advertising campaign delivered great results, and won a VMA award in 2016 as well as a prestigious IPA award for photography. As recently as December 2018 the campaign has gained global recognition and is also being used in USA for the second time.

To quote the client Caroline Braidwood, Parasiticide Portfolio Marketing Manager at Bayer:

‘Bayer has been able to challenge perceptions of collars which were once perceived negatively due to lack of efficacy and we are confident our most recent campaign has helped. In many countries, where ticks are a serious threat, Seresto is the must have product. We are delighted with the campaign.’

Seresto magazine fold out front cover advert

Seresto substance over style print adverts

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ROYAL CANIN

FLEXADIN

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SERESTO

ISSUE

Idea

IMPACT

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