At twcreative® the best work happens when agency and client think and care in equal measure. Winning Best Advertising Campaign at the Veterinary Marketing Association awards for Zoetis, alongside three finalist spots for our work with Carus, felt like exactly that kind of recognition. This one passed through every paw at twcreative®. Huge team effort, doing something we all believed in.
Our work on the 'Comfort Is…' campaign with Zoetis has just been recognised as 'Best Advertising Campaign' at the Veterinary Marketing Association (VMA) Awards. We also picked up three finalist spots for our work with Carus Animal Health, in a year when entries were up fifty percent, which made it either a particularly good time to win or a particularly bad time to enter, depending on how you look at it.
With a new competitor in the UK canine dermatological market disrupting the status quo, the timing made the recognition feel even more meaningful. Against bigger budgets and louder voices, a clean, confident creative approach helped reinforce Zoetis' position as the benchmark for canine itch control.
As market leader, Zoetis knew competition was on the horizon. Rather than reacting to noise once it arrived, we worked together to strengthen their position in advance. We discovered an opportunity to move beyond clinical messaging and reconnect with something closer to the heart of veterinary practice: the simple joy of returning a dog to a state of carefree comfort.
'Comfort Is…' captures the freedom dogs experience when pruritus is no longer a burden. Moments of uninterrupted happiness became the visual language of the campaign, reminding clinicians that effective dermatological care isn't just a treatment, it's transformative for a pet's quality of life. Every dog deserves to feel comfortable in their own skin.
The campaign rolled out in carefully planned phases, combining high-frequency print with targeted digital activity. Email communications to existing users ensured the message followed the full journey from clinical recommendation through to home delivery. We presented three innovative products as a single unified portfolio and created immediate differentiation.
In the first two phases alone, the campaign delivered click-to-open rates of up to 25.38% and close to a million digital impressions. More importantly, it helped reaffirm Zoetis' leadership at a critical moment, contributing to a downward market share trend for the new competitor following launch. A calm, confident response proved to be a powerful form of defence.
We loved working with Zoetis on this one. Celebrating together on the night made it better still.
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