Canopy Animal Health
No product? No problem
How do you launch a CBD animal health brand… without selling CBD yet? In a category flooded with hype, Canopy needed to win with research, proof and credibility.
Where vets go, owners follow
Research proved our theory that pet owners are a skeptical breed. They do, however, trust their vets. So, we told Canopy not to launch a product until they had significant support from the vet community.
We launched trust as the product
Instead of joining countless others in courting consumers with false claims and hype, Canopy announced its commitment to science first, sales later. Our research told us to focus efforts focused on science and credibility, so getting vet awareness and support were crucial.
Trust first. Product second. Results everywhere.
120
Academic & industry experts secured as influencers/ambassadors
90%
Awareness among veterinarians within 9 months of launch
30+
Industry experts attended the Thought Leadership Summit prior to launch