Range image of swedencares proden plaqueoff global campaign new packaging design made by Adentity

ProDen PlaqueOff® – New packaging design campaign

THE ORIGINAL FOR GOOD ORAL HEALTH – CELEBRATING 50 YEARS
The original for good oral health! Celebrating 50 years since the discovery of A.N ProDen® with fresh new packaging. Together with Swedencare, we developed a brand B2C campaign communicating the fresh new packaging design with a brand story across markets. The campaign included concept, key visuals, and messaging for different channels. Targeting aware and caring pet parents around the world, existing as well as new customers. It was launched 360 degrees, from print and digital to retail and fairs which created a boost – for the ProDen PlaqueOff® brand as well as putting the spotlight on fresh packaging.

Campaign elements for Swedencare - ProDen Plaqueoff global campaign featuring a brochure and the product range

CAMPAIGN OBJECTIVE
The campaign objective was to develop a B2C campaign for the launch of the new packaging – to promote the ProDen Plaque Off® brand and the new packaging design. We wanted to communicate the new look and promote the product highlighting the proven effect of ProDen PlaqueOff® through numerous clinical studies. Our challenge was to develop a campaign story around the new packaging linked to product benefits and overall branding. The solution was to create a 50-year celebration of the discovery of A.N ProDen® seaweed.

KEY VISUALS – FROM AN ORAL HEALTH BALLOON TO MOCK-UPS
The balloon with a tooth is an important key visual for the campaign, celebrating oral health that is efficient and clinically proven. It is used as a bearing element in all the different campaign parts.

ANIMATED STORYTELLING
To further emphasize the message of the new packaging, we produced videos showing “before and after” sequences. A full-range video was also produced with the celebration message as the key story. The videos are screened in different channels – from pet fairs to social media. Take a look at the full-range version below.

ADVERTISING IN CAT AND DOG MAGAZINES – CATCHING THE EYE OF THE READER
To reach aware and caring pet parents around the world, we developed eye-catching print ads. With the telling campaign message “The original for good oral health”, a striking campaign key visual and the new ProDen PlaqueOff® packaging range the campaign was conveyed through popular magazines.

DIGITAL STORIES FOR ONLINE SALES
For the digital shops and online sales, we created unique stories for each product. The digital stories included the campaign message as well as specific product content such as key ingredients featured with icons specially designed for this purpose. And we highlighted the transformation to the new fresh packaging with before/after images.

Website marketing material made by Adentity for Swedencare and their campaign for ProDen Plaqueoff. Product and labels


RETAIL AND POS-MATERIAL – CREATING STORE ATTENTION
To create a buzz in retail and pet stores for the new packaging, we developed different POS-material, all to catch the attention of the shoppers. The wobblers for the different product categories really stand out on the shelf.

Pennants made by Adentity for Swedencare and their campaign for ProDen Plaqueoff. One pennant with a dog and one with a cat

FAIR BOTH DESIGN
The campaign was also rolled out at pet industry fairs. The booth really stood out with its clean message and visuals, promoting both the new fresh packaging design and positioning ProDen PlaqueOff® as the efficient and clinically proven original for good oral health in the market.

Marketing material in the form of fir exposure and an ad made by Adentity for Swedencare and their campaign for ProDen Plaqueoff.
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