United States

2020

Smartmouth Dental Chews

Entrant Company

ReelPaws

Category

Video

Client's Name

W.F. Young

Sub-Category

Consumer Product / Services

W.F. Young, a brand with over 120 years of history, does not take new product introductions lightly. So, to introduce the new Smartmouth Dental Chews, W.F. Young and their sub-brand, The Missing Link, partnered with ReelPaws to produce a product video and four targeted video ads for mobile search on Amazon’s shopping app. Smartmouth Dental Chews not only clean teeth and freshen breath, but rather than being full of artificial colorings and fillers, the chews breakdown to the vitamins and nutrients found in leading dog supplements. We knew we had to do something special for this category bending product. During the discovery phase with the client, we honed-in on two distinct target demographics. First, were individuals who currently use dental chews but also want to incorporate more vitamins and nutrients into their dog’s diet. And second,individuals who are new to the category of doggy dental hygiene. Our target demographic of pet owners treats dogs like family. Thus, our visual cues mimicked designs one might see in a Home and Garden magazine. The work features bold colors, graphics, and upbeat editing. Most importantly, dog ownership is a journey, so we highlighted the complete lifestyle of dog ownership – from playtime and cuddling to grooming and mealtime. The work is relatable and cute while effectively moving our target demographics towards purchasing Smartmouth Dental Chews.

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