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Bastion was tasked with a campaign to make MSD Animal Health Bravecto’s longer lasting brand benefit more meaningful and motivating to owners, drive higher brand request, switching and trial. The brand operates in a confusing category, where ‘all in one’ propositions from competitors increasingly proving more compelling ‘easy choices’ for owners.
The campaign takes a lighthearted, entertaining and well-branded approach to highlight the key reasons why you should choose Bravecto for all your fur babies. Bastion’s solution was to establish a competing heuristic for choosing Bravecto that’s hard to beat: Longer lasting Bravecto is recommended by vets, and pets.
The campaign taps into the insight that two thirds of ‘pet parents’ talk to their pets as if they can understand and leverages a popular cultural trope on social media – assistive tech that allows pets to talk. The message is clear: Longer lasting Bravecto is recommended by vets, AND pets.
The integrated campaign is across TV, BVOD, social, digital and D2C for Bravecto flea and paralysis tick protection.
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