Bayer Animal Health has signed a major sponsorship deal with thecelebrated series on Nat Geo Wild and committed to awide-reaching TV advertising campaign.

This major new initiative aims to promote the benefits of worming to users of the company’s Drontal brand of cat and dog wormers.

Dog Whisperer, Cesar MillanThe sponsorship agreement covers series five of The Dog Whisperer as well as repeats of series one to four. The programme follows Cesar Millan as he goes into the homes of troubled dog owners offering calm and assertive guidance. The show is broadcast five times a day throughout the week and will be aired from July until December on Nat Geo Wild. Drontal’s sponsorship credits will be shown before, during and after each episode and will feature the “charismatic and expressive Schnauzer” from the print ads.

An additional TV advertising campaign will run during July and August in the UK and Republic of Ireland, primarily on GMTV and Ireland AM, but also on around 15 satellite channels. All the advertising will centre around the “Absolutely Not” campaign, serving to highlight the benefits of regular worming to a specifically targeted audience.

Drontal product manager, Dan White, said the initiative would increase brand awareness for Drontal amongst pet owners, ultimately resulting in healthier dogs and cats.

He said: “We’re expecting to see a significant increase in demand once the campaign commences and, as such, have put in place the necessary steps to ensure this extra demand can be easily satisfied.”

Deborah Armstrong, senior vice president, media sales and partnerships for Fox International Channels says: “We are thrilled Drontal has partnered with our world famous Dog Whisperer TV series. The show, which premieres on Nat Geo WILD, and its star Cesar Millan, has a passionate and loyal fan base in this country which is a key factor for Drontal. The Dog Whisperer is a break-out franchise for National Geographic Channel and the show combines our unique brand values with first class entertainment.”

New point of sale materials for veterinary practices to reflect the sponsorship agreement will also be available. Speak to your local Bayer territory manager for more information.

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