Event Marketing Campaign Gone to the Dogs: Pfizer Pet Remedy Hits the Road

By the end of 1999, Pfizer Animal Health had an itch that needed to be scratched. The firm made a big splash with the launch of "Revolution," a topical treatment that protects
dogs and cats from a range of parasites, including heartworm and fleas. After a year of strong sales ($110 million worth) it was time to breathe new life into the product, also
known as "selamectin." But as a government-sanctioned substance, the medication could not simply be tweaked in order to haul out a standard "new-and-improved" campaign.