Pet owners apparently derive a lot of satisfaction from killing bugs that harm their pets. So much so that Frontline, a Merial-owned flea and tick treatment, launched a new campaign that taps into pet owners' killer instincts. Saatchi & Saatchi Wellness conducted research that found "pet owners liken the experience to going to war against the deadliest of foes," the company says. No wonder the new campaign and website, completekiller.com, personify the green liquid solution as a "fighting squad of green combatants." One TV spot, carrying the tagline, "There's killing and then there's complete killing," shows the army of green flea patrols dashing through a forest of pet hair and slicing the enemy, eradicating eggs and larvae in the process. Other brands, the ads claim, attack adult fleas only. "As the brand that has helped pet owners understand and address the issues caused by ticks and fleas for many years, we saw an opportunity to progress from an educational message to one that celebrates our superior performance and the satisfaction consumers get when using Frontline Plus," says Mike Hutton, senior director of Frontline marketing. After all, he says. "a flea- and tick-free pet is a happy, healthy pet."
—Posted by Elaine Wong