Vetscribe is a turn-key pet identification tag system made available to veterinary practices as a means to increase incremental revenue. Consumers choose the type of tag, input the information into the machine and receive a finished tag in about two minutes. We developed a brand positioning concept based on the insight that pet owners want to do all they can to protect their pet and a pet identification tag plays an essential role in the animal’s safety and the owner’s peace of mind. To drive the message home, the campaign featured playful headlines juxtaposed with all-to-familiar scenes of family pets in need of rescue. Brand communications extended to point of sale, trade advertising and a website.