Seresto Rebrand - “Stop Sucking” Campaign
Campaign manifesto: Fleas and ticks don’t just bite. They suck. Literally. And we’ve made it our life’s mission to stop it. That mission applies to pets. But it also applies to our everyday world. In fact, with sucky things running rampant these days, stopping sucking is more important than ever. If we could stop it ALL from sucking, we would. But there IS one thing we can help with. And when fleas and ticks suck less, the world does too. Hey, it’s a start. This is just the beginning.
Objective: With low-interest in flea and tick prevention category and top competitors coming out with new innovations in the next few years, we were tasked with creating a distinctive, disruptive and resonant communication campaign for Seresto® that highlights its ground-breaking and unmatched 8-month efficacy claim. Something completely new and unexpected that would stand out in the category’s sea of sameness. The Stop Sucking with Seresto® campaign stops people in their tracks with a simple and undeniable observation: there are plenty of sucky situations when it comes to pet parenting, but rest assured, flea and tick protection from Seresto® isn’t one of them!
From concept to execution, we worked in record time and released this into the world in less than 4 months including OLV/CTVs, social, display/dco, landing pages. “Stop Sucking” is bold, edgy, memorable and a call to action. 2024 will amplify shareability rallying around social influencers and UGC of humorous pet videos to elevate the buzz.
Social/display
We wanted our campaign messaging to be streamlined and focused in stages of the funnel, compared to former campaign which was a laundry list of product benefits in every stage. Based on prior campaign data we selected the top performing primary and secondary RTBs per each funnel stage. Claim repetition was key.
Awareness: Effectiveness (RTB)
Consideration: Trust (RTB)
Conversion: Value (RTB)
Social Stories
Social Posts
Landing Page
Initial Creative Exploration
“STOP SUCKING”
We stop sucking by effectively destroying fleas and ticks. It’s our number one job and we do it better than anyone. In fact, we are so expert in our field, so seasoned in our experience and so innovative in our approach to getting there, that we have bandwidth to make other things stop sucking too. We’ll have fun framing up our effectiveness in stopping pests from sucking by showing how we can help other things suck a little less too.
“UNMESSUPABLE”
Ads feature hilarious and too-close-to-home ways that things can go sideways in the very messy lives of pet parents. Despite the fact that we’ll play on some funny and heartwarming ways that pet parents mess things up, the big message from Seresto is that there is NOTHING that can truly be messed up in a pet’s life when they have a committed and loving pet parent. But Seresto gives them one guaranteed, surefire, unmessupable thing to make the rest of it all more manageable.
“STRAP IN”
From rollercoasters to rock climbing, sky diving to go karting, you've got to buckle in before you can really let loose. Strap In celebrates that paradox, putting one of Seresto’s biggest differentiators – it’s a collar – front and center, reframing it as an enabler of freedom, not a method of restraint. Because to feel free, you must first feel safe.
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