Nexgard, What's the 1st thing you do every month?

Every pet owner means to treat their pet for parasites monthly. Then life happens. The intention is real, the reminder is missing. That is the moment of realisation this whole campaign is built on: people love their pets, life just gets in the way. Boehringer Ingelheim's NexGard SPECTRA needed monthly treatment to become a habit, not a good intention, without inventing a new brand to carry it.

The insight, named: Kiwis love their pets and want to protect them. They just forget. Nobody needs more information about parasites, they need a nudge on the right day, from a face they love. And no face is more loved than their own pet, their number one.

So we made NexGard 1st, behaviour change built into every layer. The nudge: OMD New Zealand concentrated the media into the days before the 1st, so the schedule itself became the reminder. The anchor: the 1st of the month, a date already in everyone's life, with smart placements dropping the next treatment date straight into your calendar. The normalising: Dame Lisa Carrington and her own number one, Colin the Cavoodle, making the habit relatable enough that pet owners see themselves in it, then get on with the adventures. One evergreen shoot built a library powering television, social, out-of-home, point of sale and vet clinics without going back to camera, and ready-to-post social suites armed vet clinics to carry the thread through the last three feet at the counter. Seven years of brand guardianship, a sponsorship shaped years ahead, and a media plan that does the remembering.

WHAT HAPPENED

The trade press covered the launch within a week: Campaign Brief led with the media-schedule-as-reminder strategy, quoting all three partners, and M+AD ran it under its own headline, NexGard marks the calendar. Once again, the trades led with the thinking.

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