Bayer Animal Health has launched a new version of Drontal which is presented as a bone-shaped tablet.

The company says that this is the UK's first worming tablet shaped like a bone, and that the product is designed to help improve client compliance.

Dan White, Group Product Manager at Bayer Animal Health said: "Almost half of dog owners - surveyed prior to launch - indicated that new Drontal bone would encourage them to worm their dogs more routinely. This is clearly great news for practices especially during these difficult economic times.

The launch of Drontal bone will be supported by a marketing drive that includes a new advertising creative concept which will be featured as part of a national TV advertising campaign, and an online consumer-facing competition called Give Your Dog A Bone designed to engage further with dog owners and communicate the benefits of having a worm-free dog.

Dan added: "The online and supporting consumer PR campaign will bring to life the special bond between pet and owner, and celebrate the happiness that dogs bring to our lives when they are happy, healthy and worm-free."

Practices can request a practice support pack to promote the availability of Drontal bone which will include a notice board picture-pack aimed at dog owning clients by calling their Bayer Territory Manager or 01635 563380.

The Give Your Dog a Bone competition and PR campaign has been devised by leading healthcare communications agency Pegasus. The new 'bone-shaped' TV and print creative has been developed by the recently-appointed advertising agency Dinosaur and will launch in early 2012.

Drontal's Give Your Dog a Bone competition will be launched on 1st March 2012 at www.giveyourdogabone.co.uk.

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