Veterinary Marketing Case Study | Resting Itch Face Campaign

Putting a new face on canine allergic dermatitis treatment

Client
Merck Animal Health

Project
Numelvi™ (atinvicitinib tablets) product launch

What was the challenge?

When Merck Animal Health introduced a new therapy for canine allergic dermatitis, they needed a launch campaign that would resonate with veterinarians, veterinary professionals, and pet owners who deal with itchy dogs every day.

How we approached it

Canine allergic dermatitis is a chronic, lifelong condition that can be frustrating for both veterinarians and pet owners to manage. In a category filled with everything from home remedies to prescription treatments, it’s easy for new options to blend into the background. Rather than add to the noise, we saw an opportunity to empathize with the target audiences by tapping into the shared emotional experience of itch.

We recognized that this moment called for a bold, disruptive idea that turned the sensation of itch into something sensational and relatable.

How we solved it

We didn’t just show itch. We gave it a face. Resting Itch Face transforms a frustrating condition into an expression—capturing exactly how itchy dogs feel in a way that’s instantly understood.

Tapping into a cultural phenomenon and giving it a veterinary twist, we infused the campaign with an in-your-face attitude that’s impossible to ignore and equally hard to forget.

What was the impact?

From the first look, we exceeded the expectations of our clients and wowed the target audiences at two of the biggest veterinary conferences in the country. After unveiling Resting Itch Face at VMX, one animal health influencer crowned it on LinkedIn as “the best ad of VMX!” The momentum continued at the WVC Annual Conference, where attendees were charmed by the dogs’ side-eyed looks and humorous headlines.

Internally, Resting Itch Face has been enthusiastically embraced by Merck’s sales team, who praised its creativity, effectiveness, and range of sales materials from day one.

What we delivered

Campaign creative concept

Message development

Tradeshow awareness campaigns

Veterinary website

Digital detailer

Themed lunch-and-learn presentation

Print and digital media assets

IMPORTANT SAFETY INFORMATION

NUMELVI is not for use in dogs less than 6 months of age or those with serious infections. NUMELVI may increase susceptibility to opportunistic infections, including demodicosis and interdigital furunculosis. Consider the risks and benefits of treatment prior to initiating NUMELVI in dogs with a history of recurrent demodicosis. NUMELVI is a JAK inhibitor. New neoplastic conditions (benign and malignant) have been reported in dogs treated with other JAK inhibitors. The effectiveness and safety of NUMELVI have not been evaluated in a field study beyond 28 days. The safe use of NUMELVI has not been evaluated in breeding, pregnant, or lactating dogs, nor in combination with glucocorticoids, cyclosporine, or other systemic immunosuppressive agents. For complete safety information, refer to the product label.