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
  • Print
  • 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.

2 ZOETIS GIF
Photo 16
ZOETIS style guide static 01
Photos 3
Color
Every creative touchpoint across photography, print, social and sales materials highlighted the warmth and mutual care between horses and caregivers.
Black phone mockups
Social tiles 06
Social tile 3
  • Print ads
  • CM Zoetis Work Detail Print Cross Portfolio Detailer Mockup 2048x1152 v1
1 2
/ 2

The annual AAEP convention was a prime opportunity to boldly impress veterinarians and remind them that Zoetis Equine is always by their side.

20211205 083151
CM Zoetis Work Detail Experiential 04 AAEP Party 2048x1152
CM Zoetis Work Detail Experiential 02 AAEP Banners 2048x1152
CM Zoetis Work Detail Experiential 03 AAEP Swag 2048x1152
CM Zoetis Work Detail AAEP Booth 2048x1152

75%

of Equine Vets Who Visited Zoetis' Landing Page at AAEP Viewed the Entire Page

A Washington Post partnership made horse health a priority and strengthened Zoetis' status as part of horse culture.

46M+

Total Impressions, March–August 2022

2:48

Average Viewing Time, 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

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