Reconcile is a once-daily, chewable tablet to help pets cope with separation anxiety. The campaign took an approach of showing a pet that was clearly acting out due to separation anxiety, but the messaging was one of hope . The juxtaposition of the “bad dog” photo coupled with the “Good dog” headline, made for some incredible stopping power. It pulled viewers in to learn more about Reconcile.

A complete training guide was also developed for vets to give to pet owners to help them work with and train their pets to overcome separation anxiety.