Challenge
We’re in a situation where other brands are touting their frequency, which is different from and greater than ours. Still, NexGard is the number-one choice in both the country and the world. With this in mind, we want to clarify our unique selling proposition so we can create a clear message—especially for those who aren’t familiar with us—that explains why we maintain our leading position despite the buzz from other brands’ claims.
Solution
From the challenge, we realized:
- Palatability and flavor are vital attributes that make it easier for pet owners to administer the product. Owners value convenience, and this goes beyond just frequency.
- By linking emotional and experiential attributes, we can elevate the product beyond its functional benefits, addressing other important needs for owners—their dog’s happiness is their own.
- So, where does a dog’s happiness connect with NexGard? It’s in being outside. Running free, meeting new friends, playing, and exploring are the moments that bring dogs the most joy—those adventurous moments. But it’s also when they’re most vulnerable, and that’s where we step in.
Protected on adventures, with a mad flavor.
Building on the benefit of palatability, we continue to position NexGard as the enabler of dogs’ happiest, most adventurous moments—not just as a protector, but as a trusted companion. Its delicious flavor makes everything easier.
We want to visually connect the idea of adventure, always framed by the product.
We played with realistic elements to combine special moments —those that also symbolize “exposure”—with the chewable, creating compositions that mix photographic realism with illustrations that complement the scene we’re showcasing.
The primary background colors will be the brand’s signature blues.
The copy flows dynamically around the composition, resulting in a more cohesive and engaging visual.
