In our retail campaign to consumers, we dramatised this idea in a way that showed the problem, and then positioned Zylkene as the solution that not only calms the pet but frees both pet and owner in a way that let them live their lives the way they want. Taking an innovative approach, we depicted pets upside-down on the creative – to deliver the idea in a way that would immediately grab attention.
The campaign was executed in print and digitally, with a compelling VOD that showcased the key situations in which the pet’s world was being turned upside down. Instore retail assets included – tent cards, shelf barkers, with digital assets being provided to key retailers such as Pets At Home. The zylkenepet.co.uk website was also updated to reflect the new creative direction.