So a subscription-based pet health brand called ITCH launched on July 1 with the aim of "disrupting" and injecting some serious personality into the flea prevention market. They went all out with this campaign to introduce the service brand. The puns! SO MANY PUNS!
Laura Muse, Creative Director at Now, said: “Taking popular culture, then working in a memorable brand message is what we do best. So working on this has scratched our own creative itch; allowing us to put our cat and dog meme expertise to use in a way that will grab people’s attention and really work hard for the brand.”
Trivia, the media budget was just £250k! But this campaign still raised awareness of the brand to 24% with an audience that had never seen the brand before, and the response rates was more than 70% which is epic.
With the posters, there is also this commercial, where a DJ cat starts scratching records while the household dog dance-itches. What a pun.
Charlotte Harper, Chief Marketing Officer at ITCH, says: “ITCH was launched with the aim of infusing the pet care market with a massive dose of personality, whist offering pet owners direct access to the best personalised flea products for their pets. It’s a brand that is not afraid to be bold and brave in a bid to address our pets wellbeing needs. We wanted a unique, playful and unforgettable ad and NOW have really delivered on our brief to delight and scare us! Our experience in the pet care industry, combined with worked closely with world-class experts has helped us to create a product and a personalised service that we know are the absolute best for our pets and customers.”
Ad Agency: NOW