VetPlus Coatex
Translating veterinary science into clear communication
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 was not simply a shampoo. It was a complete skin and coat system.
The headline “We’ve got skin and coat covered” became both the creative hook and the positioning statement.
Visually, the campaign centred on a shield motif. The form suggested protection and care, reinforcing the dermatological role of the product without relying on literal medical imagery.
Close-up textures of animal fur brought warmth and immediacy, subtly representing the diversity of animals the product supports.
Three clear benefits structured the message:
Soothe
Replenish
Protect
Simple iconography illustrated each function, allowing veterinary professionals to understand the product’s role instantly.
The outcome
The campaign repositioned Coatex as a dermatological system rather than a single-use product.
Clear messaging and tactile imagery helped veterinary professionals grasp the product’s value immediately, even within the crowded environment of trade publications.
What this reveals
Coatex is not a shampoo. It is a system designed to support healthier skin.
Not a single treatment.
A complete solution.
