K9 Advantix II: Tick Adoption Centre

Business ask: Coming out of the COVID-19 pandemic, K9 Advantix II wanted to grow topical product sales amongst urban dog owners, during Spring's tick season.

Marketing Challenge & Opportunity: How do you position tick prevention to a demographic that thinks they're safe from ticks? City dog owners were becoming the biggest dog-ownership audience - and while they assumed ticks were just a woodland problem, the little creatures were actually migrating to infest urban parks. K9 Advantix II needed to shake up the misperception. With pet adoption being a cultural craze during the pandemic, we decided to ride that tail, and flip it on its head: What if your dog unknowingly adopted a tick? Enter the world’s first Tick Adoption Centre, a pop-up in Toronto’s busiest dog park featuring real, locally-sourced ticks.

Results: Brand searches jumped +48 points, 67,000 hours of tick protection flew off shelves, and digital sales outpaced industry benchmarks by 66%. Turns out, no one wants a tick in their "furever" home.