The Challenge
PetArmor needed to strengthen its position in a crowded flea and tick prevention market dominated by premium competitors like Frontline. The brand faced two key tasks: build awareness with budget-conscious shoppers while reinforcing trust and efficacy to prevent lapsed customers from switching. The brief called for a campaign that balanced value messaging with emotional reassurance around protection.

The Insight
For pet parents, flea and tick protection isn’t just about pest control. It’s about protecting family. Consumers feel prevention is a part of pet care, much like grooming or dental health, and their purchase decisions are driven by both emotion (safety, protection, love) and rational drivers (price, value).

The Big Idea
We reframed PetArmor’s value story into an emotional promise of protection: the same trusted active ingredients as competitors at a price that lets pet parents protect what matters most. The campaign leaned into everyday moments of care and connection, positioning PetArmor as “the armor” that keeps pets safe without compromise.

Execution

• Video: Produced a suite of national broadcast and digital spots (6s, 15s, 30s) featuring authentic pet-parent moments with cats and dogs, showing the bond between owner and pet while highlighting protection and affordability.

• Creative Direction: Wrote, produced, directed, and edited every piece of content, ensuring a consistent emotional throughline across formats.

• Messaging: Anchored around “Trusted by over 2 million pet parents” and “Protect for less”, blending efficacy claims with emotional storytelling.