Bringing more emotion to an overly scientized and fear-based category.

Long Live the Horse

Brand films capture the reciprocity of care between horses and caregivers and highlight how no one has more heart for horses than Zoetis.

  • Brand Strategy
  • Branding & Identity
  • Social Media
  • Print
  • Experiential
  • Creative Campaign


Increase in Aided Awareness


Increase in Purchase Intent

An ownable identity system establishes a unique space in the Zoetis brand, bringing unity across the entire portfolio.

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Every creative touchpoint across photography, print, social and sales materials highlights the warmth and mutual care between horses and caregivers.

Black phone mockups
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  • Print ads
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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.

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CM Zoetis Work Detail Experiential 04 AAEP Party 2048x1152
CM Zoetis Work Detail Experiential 02 AAEP Banners 2048x1152
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CM Zoetis Work Detail AAEP Booth 2048x1152


of Equine Vets Who Visited the 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.


Total Impressions, March–August 2022


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