|Title||DOG'S BREATH PERFUME|
|Brand||BOEHRINGER INGELHEIM ANIMAL HEALTH JAPAN CO., LTD.|
|Product / Service||DOG HEALTH|
|Category||D01. Animal Health|
|Entrant||BEACON/LEO BURNETT Tokyo, JAPAN|
|Idea Creation||BEACON/LEO BURNETT Tokyo, JAPAN|
|Media Placement||BEACON/LEO BURNETT Tokyo, JAPAN|
|Production||UNCLE JAPAN Tokyo, JAPAN|
|Production 2||ROY HOBBS INC. Tokyo, JAPAN|
|Erick Rosa||Beacon/Leo Burnett Tokyo||Chief Creative Officer|
|Shinsuke Sawasaki||Beacon/Leo Burnett Tokyo||Creative Director|
|Yusuke Ohta||Beacon/Leo Burnett Tokyo||Associate Creative Director|
|Seiya Matsumoto||Beacon/Leo Burnett Tokyo||Senior Copywriter|
|Mihoko Suzuki||Beacon/Leo Burnett Tokyo||CX Executive|
|Tomohiko Yamashiro||Beacon/Leo Burnett Tokyo||Marketing Service|
|Akifumi Uzawa||Beacon/Leo Burnett Tokyo||Digital Director|
|Kyoko Mitsui||Beacon/Leo Burnett Tokyo||Group Business Director|
|Gen Niikura||Beacon/Leo Burnett Tokyo||Account Supervisor|
|Kentaro Watanabe||Beacon/Leo Burnett Tokyo||Account Executive|
|Yoshihito Suetake||Uncle Japan||Producer|
|Katsuaki Shoji||Uncle Japan||Designer|
|Hiroyuki Inose||Roy Hobbs Inc.||Producer|
|Suzuka Yamaoka||Roy Hobbs Inc.||Production Manager|
|Hiroko Kurihara||3DAY Inc.||Animal Casting|
|Naoki Mita||morbido Inc.||Casting|
How to start a dialogue about something that hasn’t really been talked about. And most importantly, a problem that needs to be addressed but because of the nature of the pet owner’s relationship with their loved poets—it is so hard to identify. This idea proved to be just the right idea at the right place at the right moment. With a very non traditional approach and solution, pet owners were surprised and understood in seconds the importance of not ignoring the symptom’s of their pets.
Although there is some products of which name can be mentioned in advertisement including TVC, you cannot mention any name of products in in-clinic tools except tools being used/shown in an examination room.
For the patient—It is in fact the first of its kind—where something brings to his or her attention problems that so far have been ignored. And there is nothing more relevant that being able to properly care for their loved ones.
Contrary to popular belief, a dog’s breath isn’t supposed to smell bad. If their breath stinks it is actually a sign that they have some type of oral problem such as periodontal disease. OraVet Dental Hygiene Chews made it their mission to prevent periodontal disease and suppress bad breath. We wanted dog owners to know that their dog’s bad breath shouldn’t be overlooked.
To let dog owners realize a dog’s bad breath shouldn't be overlooked, we created the world’s first dog’s breath “perfume.” With the help of specialists, we analyzed, researched the components of dogs with periodontal disease, and produced actual bottles of perfume. Perfumes with the actual scent of bad breath. But designed with the classic packaging of the real product. That way, we would lure user to try it and be surprised by the immediate putrid scent. A simple and direct covert way to reach when people least expected.
Since dogs are loved and embraced as part of the family, we tend to forgive, forget and just embrace a dog’s bad breath. So, even if their dog’s breath stinks a little, they forgive them. No one can imagine it's a sign of oral trouble. To change their behavior and strong belief, we should make them think about dog’s bad breath more seriously and objectively with some kind of provocative way.
“Dog’s breath perfume” has been produced with a help of scent specialist. To match the symptoms, we produced 2 strong fragrances. 1.Taro’s breath (moderate periodontal disease) that smells like rotten fish. And 2.Max’s Breath（severe periodontal disease) that smels like excrement. We asked animal clinics all over japan to place “Dog’s breath perfume” and surprisingly about one out of three clinics in Japan has been accepted to place these stinky bottles. Because many of them thought that it will make a good opportunity to start conversation with their patients about the risk of oral diseases.
- Adopted and installed in over 3,200 veterinary clinics all over Japan - Generated over 2,000,000 social impressions - Sales of Oravet increased by 140% year-over-year - And more importantly, owners all over Japan now understand to not ignore their best friend’s bad breath