OUR THINKING

As we learned about the new JointCare Treats, we were fascinated by one of the primary ingredients and its origins among the New Zealand Maori. This ingredient, the Green Lipped Mussel, became the foundation for our JointCare efforts, and we began to weave a story around the functional benefits of the mussel itself.

THE CHALLENGE

When THINK began working with GREENIES, they were just about to launch a new JointCare Treat created specifically to help with joint health and mobility in dogs. But GREENIES had a bit of a marketing dilemma, due to FDA regulations: how could they promote a product like this without making too many claims about its benefits? That’s where THINK came in.

THE SOLUTION

We focused on the journey of the Green Lipped Mussel, and how it came to be the key ingredient in JointCare Treats. We paired that narrative with rich imagery that conveys the purity and quality of the product. And most importantly, we did it all in a way that helps users understand the benefits without overpromising results. In addition to winning awards, the JointCare experience set the stage for the product’s marketing collateral online and offline.

Final Thoughts

GREENIES won a 2011 IAC Award for Outstanding Website.

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