Easy to Love, Easy to Protect
Advantage Chewable launched in 2025 as a brand new oral flea and tick treatment with no TV presence, no brand equity, and a dominant competitor outspending them 2.3x.
In a category where 59% of dog owners never switch brands, breaking habitual purchasing behaviour required building trust and mental availability fast.
Instead of asking "how do we compete with a bigger budget?", we asked:
"When is our competitor not on air and how do we own those moments?"
Spontaneous awareness nearly doubled, growing from 9% to 15%
First-choice preference tripled from 1% to 4%
Total consideration grew from 9% to 12%
82% of those who saw the campaign had a more positive opinion of the brand — against a 60% industry norm
"Launching Advantage Chewable on TV for the first time was a significant decision, and December19 gave us every reason to be confident in it. They identified gaps in competitor scheduling, secured programming that put us directly in front of engaged dog owners, and ensured every pound worked as hard as possible. The results, from awareness through to consideration and brand trust, exceeded what we'd hoped for from a debut TV campaign, and the halo effect across our wider portfolio was an unexpected bonus.“
Harriet Evans, Marketing Manager
Elanco Animal Heallth
Ready to Ask the BIGGER QUESTIONS
Breakthrough moments don't come from comfortable conversations.
They come from the willingness to interrogate assumptions, challenge briefs, and think differently.