Turning up the volume on a duo that rocks

Client
Merck Animal Health

What was the challenge?

After developing an award-winning integrated campaign for BRAVECTO® Chews and SENTINEL® SPECTRUM® Chews, our client asked us for an encore in 2024. The challenge: create a high-energy campaign that will drive professional recommendations and boost consumer purchases of the popular parasiticides. It was music to our ears. We got the band back together and had a head-banging good time riffing on ways to keep both brands at the top of the charts. 

How did we solve it?

We turned the volume to 11. Our team created theParapalooza Parasite Protection Tour,” a hard-rocking campaign with big hair, bigger visuals, and an in-your-face vibe that vets couldn’t ignore. To support the core creative concept, BRAVECTO® and SENTINEL® wall clings decorated vet offices to educate owners on how to keep pets safe against parasites. To amp up the client’s sales team, we created a curated Spotify® public playlistfeaturing more than 3 hours of high-energy hits from legendary rock icons. At the heart of the campaign is a musicinspired, gamified lunch-and-learn entitled “Pet Hero, where veterinarians and clinic staff form bands and compete against each other to reach the Parapalooza main stage. The campaign was an instant hit with sales reps, vets, and the critics: At the 2024 Vetty Awards®, we earned Gold for the lunch-and-learn and Silver for the overall campaign. Mic drop. 

What we delivered

  • Strategic product positioning 
  • Campaign creative concept 
  • Message development 
  • Battle of the Bands style lunch-and-learn 
  • In-clinic wall clings 
  • Themed one-pagers 
  • Campaign poster 
  • Curated Spotify playlist 

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Turning up the volume on a duo that rocks

Client
Merck Animal Health

What was the challenge?

After developing an award-winning integrated campaign for BRAVECTO® Chews and SENTINEL® SPECTRUM® Chews, our client asked us for an encore in 2024. The challenge: create a high-energy campaign that will drive professional recommendations and boost consumer purchases of the popular parasiticides. It was music to our ears. We got the band back together and had a head-banging good time riffing on ways to keep both brands at the top of the charts. 

How did we solve it?

We turned the volume to 11. Our team created theParapalooza Parasite Protection Tour,” a hard-rocking campaign with big hair, bigger visuals, and an in-your-face vibe that vets couldn’t ignore. To support the core creative concept, BRAVECTO® and SENTINEL® wall clings decorated vet offices to educate owners on how to keep pets safe against parasites. To amp up the client’s sales team, we created a curated Spotify®public playlistfeaturing more than 3 hours of high-energy hits from legendary rock icons. At the heart of the campaign is a musicinspired, gamified lunch-and-learn entitled “Pet Hero, where veterinarians and clinic staff form bands and compete against each other to reach the Parapalooza main stage. The campaign was an instant hit with sales reps, vets, and the critics: At the 2024 Vetty Awards®, we earned Gold for the lunch-and-learn and Silver for the overall campaign. Mic drop. 

What we delivered

  • Strategic product positioning 
  • Campaign creative concept 
  • Message development 
  • Battle of the Bands style lunch-and-learn 
  • In-clinic wall clings 
  • Themed one-pagers 
  • Campaign poster 
  • Curated Spotify playlist 
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