Bringing more emotion to an overly-scientized and fear-based category.
Long Live the Horse
Brand films captured the reciprocity of care between horses and caregivers and highlighted how no one has more heart for horses than Zoetis.
- Brand Strategy
- Branding & Identity
- Social Media
- Experiential
- Creative Campaign
22%
Increase in Aided Awareness
10%
Increase in Purchase Intent
An ownable identity system established a unique space in the Zoetis brand, bringing unity across the entire portfolio.
Every creative touchpoint across photography, print, social and sales materials highlighted the warmth and mutual care between horses and caregivers.
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The annual AAEP convention was a prime opportunity to boldly impress veterinarians and remind them that Zoetis Equine is always by their side.
75%
of Equine Veterinarians Who Visited Zoetis' Landing Page During AAEP Viewed the Entire Page
A Washington Post partnership made horse health a priority and strengthened Zoetis status as a part of horse culture.
46M+
Total Impressions From March to August 2022
2:48
Average Time Spent, Beating Washington Post's Benchmark by 60%
Together we defined a profound shift in marketing strategy that led to a brand evolution and an ambitious new creative campaign that will be a differentiator and represent a true first for our category.
— Jen Grant, Head of Marketing, Zoetis U.S. Equine Division