Advantage II, one of the top flea & tick preventives from Elanco Animal Health wanted a Brand Plan that would hep them retain existing Advantage customers, gain more market leadership from consumers switching from other treatments, and improve the path to purchase though the peak season via e-commerce and Pet Specialty category retail.

To solve for these, we conducted a thorough brand assessment and built out their strategic framework to match the brand benefit and priorities for the year. We used both client internal and industry research to expand on target audiences, and tactical recommendations touched on the brand’s desire to continue using a legacy mascot (“Big Flea”) in creative while expanding and evolving the overall brand look and feel.

The full plan offered multi-channel campaign development and activation for Dynamic Content Optimization (DCO) in paid search, website optimizations, educational content, social media, digital video, e-commerce, cause marketing, and email.