ZENRELIA GLOBAL LAUNCH CAMPAIGN FETCHES SIX VETTY AWARDS

Dogs with allergic and atopic dermatitis are far from themselves, itching and scratching so much that they become shadows of the loveable mutts their owners know and love. It has a hugely detrimental effect on these relationships.

That’s why Elanco launched its new JAK inhibitor, ‘Zenrelia’. It needed a global launch campaign with a strong brand identity that offered both veterinarians and pet owners a compelling reason to use it over well-known competitors.

A wide range of tactics laddered up to a 30-second TV commercial, featuring our three hero dogs and vet/pet owner in a yoga session. 

With one dog distracted by its itching, we were able to tell the story of how allergic and atopic dermatitis disrupts everyday life for dogs and their owners – seamlessly bringing in product messaging once Zenrelia is offered as a solution. The idea plays on the brand name to help reinforce recall – encouraging audiences to ‘Reach for Zen’.

The specially-scored music and jingle was even made in collaboration with a dog behavioural expert, ensuring that dogs watching the commercial at home won’t be stressed by any of the sounds – and will, indeed, remain Zen.

Launching in the US and Brazil in 2024, the campaign is due to go live in a number of other countries. In 2025, the work won six Vetty Awards, including a Gold each for Television Commercial and Campaign – New Product/Program or Service Launch.

Stephanie Smith, Senior Director of Marketing at Elanco US Pet Health, said: “The campaign has been really well received by customers – as expected after testing so well. Vets say the yoga theme ties perfectly to the brand name and the dogs are delightful.”

Brett O’Connor, Executive Creative Director at VCCP Health, added: “For this to work, it really was all about the detail. We worked with world-class production house Framestore to ensure the dogs looked realistic but also had so much character, which is crucial for the charm of this campaign.

“All of this culminated in a launch that is as impactful as possible, helping push Zenrelia to become remembered and loved all over the world.”