MSD Animal Health Bravecto lets pets do the talking via Bastion

21 August 2023

Creative Agency: Bastion
Media Agency: Zenith

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The pets tell the story.

MSD Animal Health Bravecto and Bastion have created an integrated campaign across TV, BVOD, social, digital and D2C for Bravecto flea and paralysis tick protection.

Bastion won the MSD Animal Health account recently in a competitive pitch and is now responsible for all creative and digital for Bravecto.

The Bravecto challenge is how to better compete in a confusing category, where ‘all in one’ propositions from competitors are increasingly proving a more compelling ‘easy choice’ for owners.

The brief was to make Bravecto’s longer lasting brand benefit more meaningful and motivating to owners, to drive higher brand request, switching and trial.

Bastion’s solution was to establish a competing heuristic for choosing Bravecto that’s hard to beat: Longer lasting Bravecto is recommended by vets, and pets.

The campaign taps into the insight that two thirds of ‘pet parents’ talk to their pets as if they can understand and leverages a popular cultural trope on social media… assistive tech that allows pets to talk.

Simon Langley, Bastion Group CCO, said who better to tell pet owners about the efficacy of flea and paralysis tick prevention than the very pets who depend on it.

"This campaign takes a lighthearted, entertaining and well branded approach to highlight the key reasons why you should choose Bravecto for your fur babies," he said.

Chelsea Coupar, Bravecto brand manager at MSD Animal Health, said during the pitch process, the company was impressed by Bastion’s deep understanding of the category, and the creative idea that rooted the brand in popular culture.

"I couldn’t be prouder of this campaign, and I think it will resonate with our target market well, tapping into the insight that so many ‘pet parents’ talk to their pets as if they can understand. I’m quite sure they do!" she said. 



Client: MSD Animal Health Bravecto

Brand Manager: Chelsea Coupar

Digital Brand Manager: Helen Gilmartin

Marketing Lead: Vanessa Gattellari

Technical Lead: Dr Karen Lipworth


Agency: Bastion

Bastion Creative

Group Chief Creative Officer: Simon Langley

National Chief Strategy Officer: Angela Morris

Managing Partner: Ana Lynch

Senior Creative: Chris Searle

Senior Creative/Director: Harry Roth

Group Account Director: Katy Grey

Account Manager: Josh Staras


Production: Bastion Make

Managing Director: Jacqueline Archer

Integrated Studio Director: Sean Davitt

Production Manager: Nancy-Maree Every

Agency Producer: Carolyn Starkey

Production Coordinator: Raquel Abi Ghosn

Director of Photography: Tom Black

Editor: Ivan Lentell

Online: Kenneth Zeng

Colourist: Alina Bermingham

Sound: Rumble Studios

Voice Over Artist: Rupert Degas

Photographer: Andy Roberts


Bastion Amplify

Social Content Shooter: Robbie Archer


Media Agency: Zenith

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