Exceedingly Good ...

Protexin Veterinary – Product Trade Advertising Campaign 2009

Task – Develop the product advertising to build further interest and involvement

• The ‘guts’ campaign ran for 15 months in total
• A new ‘fresh’ campaign required for 2009 to keep the brand interest up
• Opportunity to maintain the equity built up in the character of ‘Freddie’ the dog. 

Solution – ‘Good for a dog’

• A series of four new ads were developed showing Freddie doing acrobatic feats in a branded ‘performance tent’
• He juggles, contorts through hoops, balances on the high wire and flies on the trapeze, with headlines such as ‘Amazingly good for a dog’
• Copy and product shots support each of the four products.

Results

• Campaign went live Jan 09
• Initial reaction very positive, with unsolicited feedback approval from vets and opinion leaders
• Creative concept adaptable to the BSAVA exhibition presence on Protexin’s largest-ever stand.