SoluPet has tapped Stagwell agency Forsman & Bodenfors as its agency of record with a remit to help it launch a product designed to address the growing crisis of canine cognitive dysfunction. 

Yeah, I hadn’t given much thought to that particular crisis either but according to the company the condition affects an estimated 30 million-plus dogs in the U.S. alone. 

The partnership will focus on launching SoluPet’s first product (like the company, called SoluPet) designed to ease the progression of Canine Cognitive Dysfunction (CCD). It’s an odorless, colorless liquid that’s added to a dog’s water on daily basis.  

The firm says that SoluPet has been proven effective in successive animal trials over the past ten years and has received the FDA’s “Generally Recognized As Safe” certification. 

“We’re not just launching a product—we’re launching a movement to give senior dogs more good years,” said Bill Mohri, Founder and CEO of SoluPet.  

SoluPet’s story is personal. Mohri, a veteran CPG executive with over 25 years of leadership experience at Kraft Foods and Microsoft, was inspired to start the company after watching his beloved dog, Lily, struggle with the effects of dementia.  

“I realized there were no effective solutions in the market,” he said. “So I decided to build one. We believe every dog deserves not just more years—but more good years. That’s the future we’re fighting for.” 

Forsman’s scope of work includes brand and launch strategies, creative execution, research and testing, packaging design, e-commerce website design, media planning, real-time bidding and more.