New TV Advertising And Marketing Campaign For DAP® And Feliway®

CEVA Animal Health is launching a brand new TV advertising and marketing campaign to promote its leading veterinary behaviour products, DAP® and Feliway®, in the run up to this year’s firework season. The campaign will feature a new animated character ‘Dap the Dog’, who will join the popular ‘That Purple Cat’ in educating pet owners on the behaviours expressed by pets that are fearful of loud noises during fireworks and the benefits of using DAP® and Feliway®. The adverts will be aired throughout October on ITV2, E4, More4 and Channel 4 (London only) starting on Monday 4th October and will be seen by 11.5 million ABC1 women. A wide range of firework marketing materials have been produced to support veterinary practices and help educate owners who have noise phobic pets. These include client leaflets, an A4 leaflet holder, waiting room display materials and a firework poster all featuring the characters from the advert. CEVA’s petfireworkfear website - www.petfireworkfear.co.uk - has also been updated to include the new TV advert, downloadable versions of all materials and tips on how to prepare pets for fireworks. In addition, www.dapfordogs.com and www.feliway.com will feature a voucher offering pet owners a free 60ml spray when they purchase a DAP® or Feliway® diffuser from their local veterinary practice. The support comes in light of recent research1, carried out by CEVA, that revealed 80% of pet owners have had a pet that has been afraid of fireworks, with more than half of dog owners wanting to ban them altogether because they are too upsetting for their animals. Julia Wood, product manager at CEVA Animal Health, says: “Fireworks are the most stressful event that a pet can experience and, in most cases, owners have noticed their animals becoming visibly unsettled with 49% of dogs shaking1 and 65% of cats hiding1. The new TV advertising campaign and marketing support will educate pet owners on behaviours expressed by pets with a fear of loud noises and the importance of taking proactive action by using DAP® and Feliway®.” CEVA will be running its annual firework display competition amongst veterinary practices throughout October for the best decorated waiting room. For further information on CEVA’s firework campaign or its marketing support, please contact your local CEVA territory manager or call CEVA Animal Health on 01494 781510. ¹ Survey carried out by Opinion Matters on behalf of Ceva Animal Health, June 2010. Sample size: 1,182.

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