When Virbac launched their new doggy dental chew, VEGGIEDENT® FR3SH®, they turned to Archer Malmo to help them stand out in a crowded category.
Doggy dental chews aren’t new. There are tons of them out there. When Virbac asked us to help launch VEGGIEDENT FR3SH, we knew it would be a challenge to stand out from the pack. We needed to find a new, interesting way to talk about dental chews, so that we could reach these victims of canine halitosis.
In a landscape littered with cute dog photos and silly pet memes, we knew we’d find our target audience on social media. We just had to get them to stop scrolling for a minute. To do this, we created Mr. Squeakums — a dog toy with stank breath on the brain — to make an urgent plea on behalf of dog toys everywhere.
Mr. Squeakums’ plight resonated with dog owners. Our videos racked up views, with a view rate that beat benchmarks by 64%. In the first two months of the launch, VEGGIEDENT FR3SH outpaced Virbac’s previous bestselling chew by 85%.