Greenies is a canine dental treat brand based in the US. It was launched in 1998 by the loving and frustrated owners of Ivan, a faithful canine best friend with distinctly unfriendly breath. They couldn’t find a cure on the market for Ivan’s issues so decided to make their own. Something to help the 80% of dogs who show signs of gum disease by the time they’re 3 years old (and their owners).
Greenies enjoyed great success in the US where they’d become a household name. But they were having problems breaking into the UK market, where traditionally loyal owners were proving hard to win over. They needed to increase awareness and recognition in the UK, and educate dog lovers about canine dental hygiene.