• Zoetis
• Cerenia®

The Challenge

With a rise in generics hitting the market and an audience unaware of the symptoms of motion sickness, Zoetis tasked us with creating a campaign that not only built Cerenia brand awareness but also helped educate the market on motion sickness symptoms.

Project Snapshot

• Industry
  Animal health
• Category
  Motion Sickness Treatment
• Services
  Discovery, Strategy, Creative Development, Content Creation, Digital Media, In-Clinic Marketing

FWD Thinking in Action

Meet ‘Mo’

We considered what would resonate across audiences in a dynamic and sticky way. The heart of the campaign needed to be educational, but also sympathetic and unforgettable—and so ‘Mo’ was born. Mo is a symptom-led character who shows up where it matters most to communicate what dogs can’t say about the less-obvious symptoms of motion sickness.

ABOUT THE WORK

Point-of-care interception
Mo greets pet parents where decisions happen—waiting rooms, exam rooms, and at checkout—igniting curiosity. Bold, action-oriented visuals and straightforward information make subtle symptoms recognizable and relatable. The posters are quick to scan and support clinic teams in conversations and recommendations at the point of care.

Veterinary outreach
Print ads in trade journals speak directly to veterinary professionals and validate owners’ concerns by positioning motion sickness as a diagnosable, treatable condition vets should screen for. Using statistics and evidence-based research within copy, these ads provide clinical cues that give care teams succinct science-informed reasons to recommend Cerenia.

Driving conversion + digital engagement
Print and digital ads featuring Mo show him in the back seat with dogs who aren’t feeling well, creating a sympathetic, relatable scene that makes motion-sickness behavior hard to ignore. These images drive a simple message—don’t let Mo ruin the trip—while leading with vomiting prevention and positioning Cerenia as a saving grace and first-line treatment.

Clinical team enablement
For clinical use, we designed educational materials and leave-behinds for veterinary teams with evidence, statistics, clear symptom lists, and conversation frameworks to recognize motion sickness and recommend Cerenia. Calls to action are direct and actionable—“Get rid of Mo” and “Talk to your patients.”

Take-home education
A friendly, symptom-led resource, the pet owner brochure builds symptom literacy and empowers treatment requests by explaining how Cerenia works, when to use it for best results, and why dogs get motion sickness in the first place. Using Mo across the brochure and within the storytelling creates a playful visual language while still delivering clear, clinically accurate guidance, safety, and usage information.