{"id":13823,"date":"2021-09-10T18:16:43","date_gmt":"2021-09-10T17:16:43","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13823"},"modified":"2021-09-13T09:49:36","modified_gmt":"2021-09-13T08:49:36","slug":"feline-fabulous-global-elura-brand-campaign","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/elanco\/feline-fabulous-global-elura-brand-campaign","title":{"rendered":"Feline Fabulous &#8211; Global Elura brand campaign"},"content":{"rendered":"<div class=\"lazyblock-image-full-width-Z1FQY5H wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/26328-Elanco-Website-Landscape-layouts3-2.png\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-KITnW wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">Chronic kidney disease (CKD) is common in cats and leads to ongoing, progressive weight loss. As cats lose more and more weight, their fun, frisky nature fades away, which is very hard for both vets and owners to watch. Nothing existed that allowed vets to effectively treat weight loss in cats with CKD and help them stay their quirky cat-selves for longer \u2013 until Elura.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In 2020, VCCP was tasked by Elanco to develop a launch strategy and campaign to establish Elura as an essential part of managing weight loss in cats with CKD.\u00a0<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">We wanted to communicate that Elura is so much more than an appetite stimulant and convey the higher order quality-of-life benefits that it offers. Our strategy was based on the insight that \u2018cats with CKD can be friskier than expected\u2019.<\/span><\/p>\n<p><span style=\"font-weight: 400\">To help us capture the sassy nature of a cat who is feeling good, we commissioned renowned animal photographer Tim Flach. The campaign images convey the benefit of improved body condition and quality of life in a fun and eye-catching way.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The \u2018Feline Fabulous\u2019 campaign has now been rolled out across a number of different channels, including digital and print advertising, pet owner materials and an interactive Veeva sales aid. The campaign has gone live in the US, with other markets planning to launch soon. <\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-bold-zItpn wp-block-lazyblock-text-full-width-bold\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n\n    <h4>\u2018Feline Fabulous\u2019 captures the feisty feline personality that all cat people know and love.<\/h4>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-Z164dWz wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/26328-Elanco-Case-Studies_v23-scaled.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":44,"template":"","class_list":["post-13823","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10110"],"client_id":"13837","hero_video":"","hero_image":{"ID":13995,"id":13995,"title":"Elura 1920x1080","filename":"Elura-1920x1080-1.png","filesize":3761303,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1.png","link":"https:\/\/www.vccp.com\/uk\/work\/elanco\/feline-fabulous-global-elura-brand-campaign\/attachment\/elura-1920x1080","alt":"","author":"44","description":"","caption":"","name":"elura-1920x1080","status":"inherit","uploaded_to":13823,"date":"2021-09-06 14:58:50","modified":"2021-09-06 14:58:50","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Feline Fabulous - Global Elura brand campaign","meta-description":"Chronic kidney disease (CKD) is common in cats and leads to ongoing, progressive weight loss.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/09\/Elura-1920x1080-1.png","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/13823","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/44"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=13823"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}