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Plaqtiv+ Portfolio Launch


For humans, brushing our teeth is standard practice to keep us healthy. But for our dogs and cats, the same emphasis isn’t understood by pet owners.

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 highlighting
this crucial differentiation point and encouraging them to recommend these products to their pet owners.

Our campaign featured relatable photos of
vets alongside quotes based on real-life vet feedback from market research. This first-person
approach 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.

Want to make communications that actually work? Then you know what to do