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
- Experiential
- Creative Campaign
22%
Increase in Aided Awareness
10%
Increase in Purchase Intent
An ownable identity system establishes a unique space in the Zoetis brand, bringing unity across the entire portfolio.
![2 ZOETIS GIF](https://cmweb.imgix.net/Zoetis/2_ZOETIS-GIF.gif?ar=5%3A3&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1679670879&w=1024)
![Photo 16](https://cmweb.imgix.net/Zoetis/Photography/photo-16.jpg?ar=5%3A3&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1681223310&w=1024)
![ZOETIS style guide static 01](https://cmweb.imgix.net/Zoetis/ZOETIS-style-guide-static-01.png?ar=5%3A3&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1680123529&w=1024)
![Photos 3](https://cmweb.imgix.net/Zoetis/Photography/photos-3.jpg?ar=5%3A3&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1681147740&w=1024)
![Color](https://cmweb.imgix.net/Zoetis/color.png?ar=5%3A3&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1681145321&w=1024)
Every creative touchpoint across photography, print, social and sales materials highlights the warmth and mutual care between horses and caregivers.
![Black phone mockups](https://cmweb.imgix.net/Zoetis/Social/black-phone-mockups.png?ar=5%3A3&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1681227972&w=1024)
![Social tiles 06](https://cmweb.imgix.net/Zoetis/Social/social-tiles-06.jpg?ar=1%3A1&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1681146760&w=1024)
![Social tile 3](https://cmweb.imgix.net/Zoetis/Social/social-tile-3.jpg?ar=1%3A1&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1681147081&w=1024)
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](https://cmweb.imgix.net/Zoetis/AAEP/20211205_083151.jpg?ar=5%3A3&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1680100286&w=1024)
![CM Zoetis Work Detail Experiential 04 AAEP Party 2048x1152](https://cmweb.imgix.net/Zoetis/CM_Zoetis_WorkDetail_Experiential-04_AAEP-Party_2048x1152.jpeg?ar=5%3A3&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1679671825&w=1024)
![CM Zoetis Work Detail Experiential 02 AAEP Banners 2048x1152](https://cmweb.imgix.net/Zoetis/CM_Zoetis_WorkDetail_Experiential-02_AAEP-Banners_2048x1152.jpeg?ar=5%3A3&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1679671824&w=1024)
![CM Zoetis Work Detail Experiential 03 AAEP Swag 2048x1152](https://cmweb.imgix.net/Zoetis/CM_Zoetis_WorkDetail_Experiential-03_AAEP-Swag_2048x1152.jpeg?ar=5%3A3&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1679671824&w=1024)
![CM Zoetis Work Detail AAEP Booth 2048x1152](https://cmweb.imgix.net/Zoetis/CM_Zoetis_WorkDetail_AAEP-Booth_2048x1152.jpeg?ar=5%3A3&auto=compress%2Cformat&fit=crop&ixlib=php-3.1.0&v=1679497297&w=1024)
75%
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.
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