Helping VEGGIEDENT® FR3SH® Stand Out in a Crowded Category

When Virbac launched their new doggy dental chew, VEGGIEDENT® FR3SH®, they turned to Archer Malmo to help them stand out in a crowded category.

CLIENT: Virbac

Helping VEGGIEDENT® FR3SH® Stand Out in a Crowded Category

When Virbac launched their new doggy dental chew, VEGGIEDENT® FR3SH®, they turned to Archer Malmo to help them stand out in a crowded category.

CLIENT: Virbac

Challenge

Doggy dental chews aren’t new. There are tons of them out there. When Virbac asked us to help launch VEGGIEDENT FR3SH, we knew it would be a challenge to stand out from the pack. We needed to find a new, interesting way to talk about dental chews, so that we could reach these victims of canine halitosis.

Solution

In a landscape littered with cute dog photos and silly pet memes, we knew we’d find our target audience on social media. We just had to get them to stop scrolling for a minute. To do this, we created Mr. Squeakums — a dog toy with stank breath on the brain — to make an urgent plea on behalf of dog toys everywhere.

Mr. Squeakums’ plight resonated with dog owners. Our videos racked up views, with a view rate that beat benchmarks by 64%. In the first two months of the launch, VEGGIEDENT FR3SH outpaced Virbac’s previous bestselling chew by 85%.

Results _______

4.2M

dog owners reached

1.5M

video ads viewed

5

VETTY Awards won in
2019

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