Canopy Animal Health

No product? No problem.

How do you build the largest pet CBD brand in the world without a single product to sell?

That was the challenge when Canopy Animal Health (CAH), a wholly-owned subsidiary of Canopy Growth (TSX: WEED, NYSE: CGC), approached DMH. In a category flooded with misinformation and “canna-crooks,” CAH needed to rise above the noise and become the most credible name in pet CBD, all before ever entering the market.

Where vets go, owners follow.

Research showed 76% of pet owners wouldn’t give their pets CBD without consulting their vet. But the veterinary community was cautious and often unable to recommend CBD products legally.

So DMH proposed a bold idea: don’t launch a product yet. Build credibility first. Establish CAH as the scientific leader in pet CBD through research, education, and trust.

We launched trust as the product.

To make “Research First, Product Second” a reality, DMH turned CAH into a thought leader before it ever sold a single item. This allowed CAH to not only gain the trust of the crucial veterinary market, but also to later use that trust to gain trust with pet owners.

Our full ‘ecosystem of trust’ included:

• RACE®-approved continuing education for veterinarians
• Panel programs and speaking roles at national veterinary conferences
• A Thought Leadership Summit at Canopy Growth’s research facilities
• Educational websites and media outreach targeting both vets and pet owners

Our messaging positioned CAH as:

1. Experts in cannabinoids and effective hemp-based products
2. Committed to truth through science and transparency
3. Driven to improve pets’ lives through evidence-based care
4. Changing the industry by elevating veterinary medicine

By framing competitors as pharmaceutical therapeutics—not other CBD brands—we positioned CAH as a science company, not a supplement seller