Living 7+ to the Max
Did you know that when your pet turns 7 they technically become a senior pet? Don’t worry — neither did anyone else. 7 still feels healthy and vibrant, but it is technically senior status — and it’s also the time a lot of age-related disease begins to quietly affect pets, like Chronic Kidney Disease. So Hill’s tasked my partner and I with encouraging people to get their pet tested for kidney disease early at 7+, so you can set your pet up for their best possible future. Or as we called it, Living Life to the Max.
Role: Concept, Copy
Get Your Pet Tested
We developed a campaign as bold, vibrant and maximalist as our pets’ personality. Because with early testing and the right nutrition, neither age nor disease can stop them from living life to the max.
Silver Status
Achieving senior status is a huge accomplishment, so let’s treat it like it! We developed an elite status level for Hill’s senior pets. Because when you’re aging fabulously, you don’t go grey — you go Silver.
Promoting Silver Status
One of the best ways to target pet parents of 7+ pets? By using our own products. So we developed on-pack stickers to encourage pet parents already buying Hill’s adult 7+ products to get their pet tested for kidney disease and sign up for our Silver Status program.
Post-Diagnosis
When a pet has kidney disease, one of the first signs of trouble is the loss of energy, of personality, of that special sparkle that makes them…well, them. But when you feed Hill’s Kidney Care, you can help your pet continue living life to the max — even with kidney disease.
PR Bonus Ideas
People don’t want to think of their 7-year-old pet as old enough to be at risk for disease.
So let’s work with some of the top names in aging fabulously to prove that with early screening and the right nutrition, CKD doesn’t have to dull your shine.
