Beaphar Canishield: roll-out of a TV and digital campaign
2021 – As Global Digital Communications Manager, I led the digital part of the international launch of Beaphar Canishield®, our newest anti‑parasite dog collar. Canishield® is the new anti-parasite dog collar, made by Beaphar. It allows dogs to go out into the world and explore, without their owners having to worry about their beloved pet contracting ticks, fleas or sandflies. The product was launched across multiple European countries with new videos - both for online and tv - created by June20. My responsibilities included media buying, online advertising, campaign roll‑out and management, ensuring that the campaign delivered maximum impact across key European markets.
Campaign Insight
The creative concept was built on the emotional insight: “We want to protect our dogs just like our kids.” This led to two interconnected videos – The Flirt and The Talk – forming one bigger story that combined humor, relatability, and emotional resonance to strengthen brand recall.
Watch the Talk video: https://www.youtube.com/watch?v=6opoFM7HnUI
Watch the Flirt video: https://www.youtube.com/watch?v=1qRHePJTYNc
In The Flirt we can enjoy the acting skills of our four-legged movie stars Max and Luna, the neighbours’ dog. We see labrador Max putting in a lot of effort to impress Luna in the garden. Right at the moment they want to rush off to the bushes, a worried father figure appears behind a window. Giving him a friendly reminder that ‘protection’ is key.
Campaign Roll‑Out
The Flirt aired on major TV networks in France (France 2, France 3, France 5) and in the Netherlands via the Ad Alliance network (RTL4, RTL5, RTL7, RTL8, RTLZ, RTL Lounge, MTV, Comedy Central, National Geographic, Animal Planet, FOX, Spike, 24Kitchen, TLC, XITE, ID).
Online distribution included YouTube and Facebook in France, the Netherlands, Italy, and Spain, with additional countries following during the summer.
The Talk was launched digitally in the Netherlands, France, Germany, Italy, Spain, and the UK, targeting audiences on YouTube and Facebook.
Campaign Strategy & Targeting
The campaign was designed in two phases:
- 1Awareness: TV spots and long‑form online video to build emotional connection.
- 2Conversion: Retargeting audiences with shorter video formats, display banners, and social ads to drive traffic to e‑tailers.
By combining precise media buying, online advertising, and campaign management, we ensured that pet owners who engaged with The Talk were retargeted with The Flirt, reinforcing the message of protection and care.
In this prequel we see the man of the house waiting up for Max, who’s been sneaking out to see Luna. Worried about ‘the exploring’ the two young dogs do together, he decides to have a ‘man-to-dog conversation’. The similarities between a father-son talk about first intimate experiences are never far away.
Results & Sales Impact
The campaign achieved millions of views across TV and digital platforms, significantly boosting brand awareness and recall. Most importantly, it delivered a substantial increase in sales of Beaphar Canishield® in the target markets, securing top‑of‑mind positioning at the point of purchase. Emotional and humorous storytelling created a strong “brain anchor” for consumers, ensuring higher brand recall and ensuring Beaphar was the preferred choice in parasite prevention.
Credits
Digital advertising, campaign roll-out & content management: Marlies Nijmeijer
Agency: Gutzandglory/ June20
Film Production: The Breakfast Club
Photographer: Greg Smolders
Film Production: https://www.gutzandglory.be/work/beaphar-the-flirt-and-the-talk and https://pub.be/fr/gutzandglory-protege-les-chiens-pour-beaphar/
