They struggle to brush their pets’ teeth and therefore dental hygiene is minimal. This is a problem which vets have been unable to address, until now. PLAQTIV+ is a premium dental care portfolio for cats and dogs that’s proven to work by realworld evidence and approved by the VOHC. We set out to inspire trust among vets by highlightingthis crucial differentiation point and encouraging them to recommend these products to their pet owners.
Our campaign featured relatable photos ofvets alongside quotes based on real-life vet feedback from market research. This first-personapproach enabled us to highlight a range of product benefits in a credible and engaging way across different campaign materials, while evoking a sense of trusted peer-to-peer knowledge and giving our campaign a friendly, non-corporate tone.
Since launch in May, 30,000 cats and dogs have received a PLAQTIV+ home dental care treatment.