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
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.