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Reading: The Pets Do The Talking In Bastion & Bravecto’s Latest Campaign
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B&T > Advertising > The Pets Do The Talking In Bastion & Bravecto’s Latest Campaign
Advertising

The Pets Do The Talking In Bastion & Bravecto’s Latest Campaign

Staff Writers
Published on: 21st August 2023 at 8:56 AM
Edited by Staff Writers
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Bravecto and Bastion launch a campaign for flea and paralysis tick protection utilising assistive tech that allows pets to talk.

Bastion won the MSD Animal Health account recently in a competitive pitch and is now responsible for all creative and digital for Bravecto.

The Bravecto challenge is how to better compete in a confusing category, where ‘all in one’ propositions from competitors are increasingly proving a more compelling ‘easy choice’ for owners. The brief was to make Bravecto’s longer lasting brand benefit more meaningful and motivating to owners, to drive higher brand request, switching and trial.

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 THEM. Bastion therefore leveraged a popular cultural trope on social media… assistive tech that allows pets to talk.

Simon Langley, Bastion Group CCO, said: “Who better to tell pet owners about the efficacy of flea and paralysis tick prevention than the very pets who depend on it. This campaign takes a lighthearted, entertaining and well branded approach to highlight the key reasons why you should choose Bravecto for your fur babies.”

Chelsea Coupar, Bravecto brand manager at MSD Animal Health said: “During the pitch process, we were exceptionally impressed by Bastion’s deep understanding of the category, and the creative idea that rooted our brand in popular culture. I couldn’t be prouder of this campaign, and I think it will resonate with our target market well, tapping into the insight that so many ‘pet parents’ talk to their pets as if they can understand. I’m quite sure they do!”

The Bravecto campaign went live yesterday.

Credits

Client: MSD Animal Health Bravecto

Brand manager: Chelsea Coupar

Digital brand manager: Helen Gilmartin

Marketing lead: Vanessa Gattellari

Technical lead: Dr Karen Lipworth

Agency: Bastion

Bastion Creative

Group chief creative officer: Simon Langley

National chief strategy officer: Angela Morris

Managing partner: Ana Lynch

Senior creative: Chris Searle

Senior creative/director: Harry Roth

Group account director: Katy Grey

Account manager: Josh Staras

Production: Bastion Make

Managing director: Jacqueline Archer

Integrated studio director: Sean Davitt

Production manager: Nancy-Maree Every

Agency producer: Carolyn Starkey

Production coordinator: Raquel Abi Ghosn

Director of photography: Tom Black

Editor: Ivan Lentell

Online: Kenneth Zeng

Colourist: Alina Bermingham

Sound: Rumble Studios

Voiceover artist: Rupert Degas

Photographer: Andy Roberts

Bastion Amplify

Social ccontent shooter: Robbie Archer

Media agency: Zenith

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Nehir Hatipoglu
By Nehir Hatipoglu
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Nehir joined B&T in early 2023 as an editorial coordinator and journalist after graduating from the University of Sydney with a degree in Media & Marketing in 2022.

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