"The pandemic lockdown presented an unexpected opportunity for Frontline flea treatment: looking for an answer to lockdown loneliness, so many people were getting new dogs that charities were running out. Our research highlighted that these adopters were typically younger (25-35) than the usual 45+ Frontline target, and as inexperienced pet owners with little vet access, we knew that flea treatment was easily overlooked.
We quickly found an idea that made our ears prick up. The nation’s mental health has been understandably high on everyone’s agenda during lockdown, however less consideration had been given to the impact on our canine friends. So, in a deliberately disruptive move, we decided to turn Frontline into the much-needed source of calm for newly adopted dogs, with a specially commissioned Pawfect Playlist in partnership with Spotify, the first of its kind."