The talking Border Collie is also a pet naturopath and a boon for Blackmores PAW business.
One in five Australians take vitamins and supplements regularly, but few pet owners think about adding supplements to their pets’ nutritional intake.
Changing that was the job that Orchard was given by Blackmores after it won the PAW (Pure Animal Wellbeing) pitch in June. Its mission was to build awareness of the pet vitamin and supplements category in a way that also underlined PAW by Blackmores’ leadership position.
Pawl. B More, the world’s first ‘talking dog’ naturopath, is part of PAW by Blackmores’ first consumer facing campaign. Ask Pawl is his (interactive) online office where the canine naturopath discusses pet natural health and product advice in a likeable, best friend manner. Pet parents who type in a question are given expert, detailed (verbal) answers to – and shown products for – problems like, “Why does my dog have bad breath?” or “What can I do for my dog that has arthritis?”
Carlos de Spinola, Head of Strategy at Orchard said of the campaign, “Pawl highlights what can be achieved through applying both a creative and tech focus to marketing. Creating a digital service of this nature, with a true consumer value exchange, not only enables us to promote the brand and the products within their discovery process but to do so in an entertaining way.