The opportunity - Zoetis has a proven and effective range of treatments for dog itches. Traditionally these products have been marketed separately. But owners aren’t always sure what the cause of their pet’s irritation, or what the right solution is. And their dogs can’t simply tell them. Here was the chance to help owners get to the bottom of their dogs itch.
The strategy - Create a central hub of knowledge around the causes of, and remedies for, dog itching. Give dogs the voice they simply don’t have, and arm worried owners with the knowledge they need. What is your dog trying to tell you? Find out at ditchtheitch.co.nz.
The creative - An online itch interpreter helps owners get an idea of problem. The content rich site edu-cates and advises on causes and solutions and also promotes the Zoetis range of itch treatments. Pooch owners are led here by dogs with the personality and accent that matches their breed, in a series of social videos, POS, print and season specific comms.