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.








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 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