PAW by Blackmores unveils new ‘Because they’re more than human’ campaign via The Monkeys – Campaign Brief


Natural pet healthcare brand, PAW by Blackmores, has launched a new campaign via The Monkeys, part of Accenture Interactive, highlighting its support for dog parents as they return to work whilst caring for their fur babies.

Research has suggested that pet ownership has led to pet parents feeling worried about veterinary access, economic hardship and what would happen if a pet falls ill. As borders open, Australians start to travel and spend more time out of the home, pet parents may feel more anxious about providing adequate care for their pets – especially when they are not in the best of health. PAW by Blackmores is empowering pet parents with proven natural therapeutic expertise, so they can confidently care for their pets.

Says Joanne Smith, chief marketing and innovation officer at Blackmores Group: “We all share a very special relationship with our furry friends. They’re not just pets; they’re members of our family and sometimes our best friends. Pets need their own unique type of care, and PAW by Blackmores gives pet parents the confidence that they’re looking after their pets’ health as well as they do their own.”

“After so much time spent with our pets at home over the past two years, common pet health issues like anxiety and joint care may be front of mind. Our products give pet parents full confidence that their furry faithful companions feel their best, easing our own concerns when we’re apart from our pets.”

Pure Animal Wellbeing (PAW) was developed by Dr Alister Webster, a third-generation vet from the Webster family, renowned by vets for creating quality pet products for over 80 years.

With the vision to build a global health economy, Blackmores Group extends its commitment to being a leading natural healthcare supplier and encouraging proactivity for long-term wellbeing – whether it’s for our pets or ourselves.

Says Alastair Symington, chief executive officer, Blackmores Group: “Good Health is at the heart of everything we value here at Blackmores. Throughout our 90-year history, we have been one of the strongest voices constantly advocating the benefits of natural health solutions. To deliver on our promise, we pride ourselves on being able to develop products that combine the latest technologies and best natural ingredients, while maximizing the health outcomes of not just humans but also our beloved pets.”

Currently, Blackmores Group operates in 13 other markets across Asia-Pacific and has the ambition to connect 1 billion consumers globally to the healing power of nature by 2025. The PAW by Blackmores range focuses on the following areas of natural pet healthcare: Skin and coat health; Joint health; digestive health; Mental health and wellbeing; Liver health; ear care; and Grooming.

Because they’re more than human launched on air Sunday 13 March 2022 along with a full 360 campaign with a strong focus on TV, digital and path to purchase.

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