Dogs will be dogs. CaniComfort launch campaign
2021 – Fireworks may be festive for us, but for dogs they are often a source of stress. The loud bangs and sparkling lights that mark end‑of‑year celebrations, from Guy Fawkes Night to New Year’s Eve, can cause anxiety and discomfort for pets. Recognizing this insight, we developed a brand campaign for Beaphar CaniComfort®, a range of calming products designed to help dogs cope with stressful situations.
Watch the campaign video: https://www.youtube.com/watch?v=iW5Frlg_bVI Project Leadership & Campaign Direction
In my role as Global Digital Communications Manager, I was the project leader, I guided the entire campaign from concept to execution. My role included creative direction, campaign management, media planning and online advertising strategy, ensuring that every element – from TV to digital to point‑of‑sale – delivered a consistent and impactful message.
Campaign Insight
Pets are family, and they deserve the very best care. Just like humans, dogs can experience stress in moments that seem harmless to us. While fireworks amaze us, dogs simply want to enjoy the coziness of family gatherings without fear. Our campaign reminded pet owners to think of their four‑legged friends before lighting fireworks – and to keep celebrations calm and enjoyable with Beaphar CaniComfort®.
Multi‑Channel Execution
(Digital) Television: A fun and relatable TV spot aired in the UK on Sky during October–November, timed with Guy Fawkes Night – the start of the fireworks season.
Digital: A derived online video was distributed across YouTube, Facebook, and Instagram, reaching audiences in Germany, the Netherlands, Belgium, and France.
Retail Activation: To reinforce the message, we created supporting visuals used online, in print, and at point of sale, ensuring consistent visibility across all consumer touchpoints.
Creative Storytelling
In the commercial, a family prepares for a cozy Guy Fawkes celebration with hotdogs. Their dog appears relaxed, but in the end, something unexpected happens – because after all, Dogs will be dogs. This humorous twist added emotional resonance and memorability to the campaign.
SEO‑Optimized Impact
By combining integrated marketing channels, emotional storytelling, and strategic timing, the campaign strengthened Beaphar’s position in the pet care market. Supported by blog articles featuring keywords such as dog calming products, fireworks stress in pets, and Beaphar CaniComfort® ensured we achieved strong online visibility and relevance for pet owners searching for solutions.
Credits
Digital advertising, campaign roll-out & content management: Marlies Nijmeijer
Agency: Gutzandglory/ June20
Film & Photography Production Cy: De Machine
Photographer: Greg Smolders
Sources: https://www.gutzandglory.be/work/dogs-will-be-dogs-beaphar and https://pub.be/fr/gutzandglory-et-beaphar-destressent-votre-chien/
