Most Canadian dog owners live in cities. And most of them don’t protect their dogs from ticks. 75% in fact. With tick sightings in urban areas increasing, Elanco needed to raise tick awareness of its tick prevention treatment, K9 Advantix II. The only problem? They could no longer depend on their previous go-to strategy of veterinarians educating dog owners about K9 Advantix II to move units. 

While small in size, ticks are a big problem for dog owners.

So, to get the word out, Elanco did what no other tick-prevention product would do: It opened a tick adoption centre run by K9 Advantix II with real ticks smack dab in the middle of Toronto. This new adoption initiative launched with a faux brand. It included everything from a logo to a website to OOH. There was even a brochure for first-time tick adoptees.