SELECTED WORK / 04
Private label with a purpose
Turning a commodity recovery collar into a cause people wanted to buy, with Midwest Veterinary Supply, Not One More Vet, and Susan G. Komen.
Midwest Veterinary Supply · Concept, product design, and campaign · Not One More Vet; mVet Cares with Susan G. Komen
The situation
A recovery collar is one of the most commoditized products in a clinic. Every distributor’s private label line looks like every other one, and the buying decision comes down to price.
The idea
Give the product a cause the buyer already cares about. For Midwest’s private label line, we partnered with Not One More Vet, a nonprofit focused on veterinary mental health and suicide prevention. That cause belongs to the veterinary profession itself, so the collar meant something to the people ordering it.
What I did
We extended the approach with mVet Cares, a ColorSplash collar line with proceeds going to Susan G. Komen. The campaign told real stories of breast cancer survivors and the dogs who carried them through treatment, photographed against color-blocked sets.
The work
Not One More Vet printed collar designs / Image to come
mVet Cares portrait series / Image to come
ColorSplash product and packaging / Image to come
Results
Most successful printed collar launch in the program’s history · Not One More Vet award for product design and partnership · Proceeds directed to Susan G. Komen
My role: I led the concept, the partnerships, and the creative from product design through campaign.