VetPlus Coatex
We’ve got skin and coat covered.
Context
Coatex is a dermatological product range developed by VetPlus to support healthy skin and coats in animals.
Yet many veterinary professionals saw Coatex primarily as a shampoo. The product was being mentally categorised as a single treatment rather than understood as a broader dermatological solution.
The challenge was to shift that perception and communicate the product’s versatility clearly within veterinary trade media.
The idea
The problem wasn’t the product. It was how the product was understood. Coatex offered more than shampoo, and We’ve got skin and coat covered captured that broader role in one thought.
Covered suggested protection, which led to the shield. Repeated as a pattern, the shape began to resemble a protective skin across the animal’s body. Soothe, Replenish and Protect identified the three key benefits, each supported by its own icon.
The outcome
The campaign ran across veterinary trade media, using close-up fur, the shield pattern and the three product benefits to extend We’ve got skin and coat covered across the range.
