Playing with fire got veterinarians talking again.
The Stakes
Video — Case Study
Galliprant is a proven option for managing osteoarthritis pain in dogs, but awareness fades fast in a crowded veterinary world. Clinics are flooded with branded giveaways that blur together and get ignored. Elanco needed to remind vets about Galliprant in a way that felt relevant, memorable, and worth their time. Veterinary marketing had a sameness problem: when everything looks and sounds alike, even important messages lose heat. The real challenge was not education alone. It was attention.
The Unruly Idea
BarkleyOKRP leaned into a simple truth: vets are tired of playing it safe with forgettable marketing. So instead of swag, they sent 15,000 clinics a very real, very hot bottle of Galliprant-branded hot sauce. The heat sparked conversations inside clinics, drove campaign page views, fueled organic social sharing, and inspired vets to create their own spicy challenges, turning a routine reminder into an experience they chose to engage with.
The Uncontained Impact
“We didn’t just refresh creative; we repositioned the brand. We challenged how customers experienced it and helped bring it back to life. Through strategy, conviction, and the willingness to push past safe ideas in favor of work that actually moves a business forward, we were able to realize our goals of renewed momentum, profitable growth, and industry recognition.”— Nick Sterling – Elanco Senior Brand Manager, Orthopedic Health & Surgical Pain
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