Petco: Peak Season Pest (OLV)

Communication Objectives ​

• (Context) We want this asset to show the threat and potential consequences of an infestation, and prompt the purchase​

• (Conflict) It should evoke anxiety about an infestation by showing its consequences (see below) for pets and pet parents​

• (Solution) We want to close the video by showing how our active treatment offer helps alleviate the pet suffering and how preventative care can help avoid this situation altogether, letting them know that they can find all they need at Petco (OTC, RX, Vet, Grooming)​

Mandatories ​

• Petco brand visual identity. Lifestyle approach, summer-like scenes, open to the use of illustration/animation​

• Show how easily can a pet get infested (ex. playing in the grass, interacting with bottoms of decks or sneakers on carpets can track in fleas & ticks)​

• Show the unsettling effects of flea and tick infestation:​

• A tick attaches in under 24 hours and can spread diseases such as Lyme disease, Ehrlichiosis, or Anaplasmosis to pets and humans. ​

• 10 fleas can turn into 250,000 on your pet and home in only 30 days, making your pet uncomfortable and itchy causing issues like severed dermatitis and anemia​

• While almost ¾ of cats spend most of their time inside, this video should illustrate the threat of infestation for both dogs and cats, it could be a multi-pet household. For instance, we could show a dog coming inside and then the fleas/ticks going from the dog to the cat.​

• Show pet and Petco logo within the first 5 seconds ​

• Show examples of active care treatment being applied to pets. In order of priority for active treatment 1) shampoos, 2)combs, 3) yard treatment; for prevention: 1)collars, 2) topical​