Beaphar
Dogs will be dogs
Pets, such as dogs, don't get so excited by all those popping sparks in the air that are traditionally part of the end-of-year celebrations. That's even an understatement, because the sound of fireworks causes them a lot of stress. We used this insight for our latest brand campaign for Beaphar.
Since pets are family too, they only deserve the very best. That's why Beaphar created the CaniComfort® Range.
A range of products which have a calming effect on dogs in stressful situations.
Because, just like us, pets can experience stress. Especially on moments that seem harmless to us. Imagine sitting at home, enjoying those end-of-year family gatherings. And then, all of a sudden, the sky is filled with thousands of glittery, noisy lights. Sounds familiar? Of course! Even though we Belgians celebrated the end of 2020 slightly different, we can all recall how festive fireworks make us feel: amazed.
Well, your dog probably doesn't share this feeling. He just wants to enjoy the coziness without the stress. So, we thought it was a good moment to give pet owners a friendly reminder: before you plan to enjoy the fireworks, first think about your four-legged friend. Keep it calm in an effective way, so your whole family can enjoy the celebrations. And no better way to do so than by using the Beaphar CaniComfort® Range.
We created a fun TV spot and a derived online video. The spot ran in the period October-November in the United Kingdom on Sky on the occasion of the Guy Fawkes celebrations. These are traditionally accompanied by fireworks and are pretty much the kick-off for the fireworks season that runs up to New Year.
In the commercial, we see a family preparing for a cozy Guy Fawkes celebration with delicious hotdogs. The family’s dog seems to be chill, but then something unexpected happens, because in the end: 'Dogs will be dogs'.
In addition to the UK, the online video was also used in Germany and France on YouTube. Because of the sudden fireworks ban in Belgium and the Netherlands, we created an online banner campaign to replace the commercial and still get our message accross.
To strengthen the message to keep your dog calm during stressful situations, we also created a supporting visual which was used online, in print and point of sale.
Of course, cats can also experience stress. To make sure also cat owners get a heads up about calming products for their feline friends, we launched a CatComfort® visual aligned with the cheeky character of the CaniComfort® video. It was used in the same touchpoints as the CaniComfort® visual.