CAMPAIGN ZEROS IN ON FLEA SEASON
By Adnews Staff
Toronto-based Bayer Inc.'s Animal Health Unit is gearing up for flea season. The company has launched a national TV, magazine, trade and newspaper campaign to promote its Advantage flea control product. In addition, the campaign will use public relations and a Web site for consumers and veterinarians. The campaign was created by Roger Unwin Marketing Services Inc., while PR is being done by Edelman Public Relations. Both agencies are based in Toronto. Late last month, Bayer launched a singing pet contest to support Advantage. The product has been available for a year. Users place a drop of Advantage on the back of their pets. It is then distributed throughout the pet's body by the movement of the pet.
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