• by Les Luchter , March 30, 2025

“Macho Man,” the Village People’s 1978 hit, becomes “Quattro Dog” in Elanco Animal Health’s launch campaign for Credelio Quattro, a once-monthly chewable tablet whose four ingredients (hence, Quatro) fight six different parasites (tapeworms, roundworms, hookworms, heartworms, ticks, fleas). The video spot can be seen in :06, :15 and :30 lengths.

“When launching a new product, name recognition -- and more importantly, memorability -- is key,” Bobby Modi, executive vice president for U.S. Pet Health at Elanco, tells Marketing Daily. “The team looked for an audio hook to make the name stick and kept coming back to the phrase ‘Quattro Dog,” a dog other dogs would aspire to be.”

Or, more precisely, a dog their owners would aspire their dogs to be.

When choosing parasite protection, says Modi, those owners “care most about product effectiveness, parasite coverage and duration of protection.”

The campaign -- which includes linear and streaming TV, social media, radio, in-store, search, and veterinarian trade pubs -- launched on World Parasite Day, March 20, leading into April’s Active Dog Month, a seven-year-old designation launched initially by the Om Shanti Pups blog.

What those active dogs are doing can include eating grass, drinking from rain puddles or going off leash -- everyday behaviors reported by 95% of dog owners in Elanco research that Modi says “could put them at risk for parasites.”

After April, the campaign will continue year-round, Modi says. “There’s no longer a single ‘season’ for parasites,” it explains, due to “the geographic spread of parasites and increasing disease pressure.”

“The Credelio Quattro creative campaign is designed to grab attention, educate, and entertain, but with a serious underlying message about the importance of protecting all dogs from seen and unseen parasites.”

This isn’t the song’s first use in advertising: with lyrics changed to “nacho man,” it was used 30 years ago for General Mills’ Old El Paso brand of Mexican foods. The Organic agency handled strategy, insights, creative development, production and post-production for the Quattro campaign.