Minties Targets Dog Breath with New Minterventions Campaign

The campaign, developed by the agency TiNY, focuses on the brand's signature blend of five natural breath fresheners: alfalfa, peppermint, fennel, dill, and parsley. Unlike traditional dental chews designed for once-a-day use, these treats are formulated to be given more frequently, with each piece containing just 7.5 calories. According to Jissan Cherian, CMO at PetIQ, the goal is to provide an effective, clean-label solution that fits easily into daily routines without the fillers found in other products, such as wheat, corn, or soy.

To drive engagement, the brand is rolling out "Mintervention Mondays," a digital initiative where owners can nominate their pets for a chance to win a $50 breath-care kit. The campaign will also move offline this summer with an event in Washington Square Park, featuring product demonstrations and interactive experiences for dog owners. Minties FreshBites are currently available through major retailers including Walmart, Petco, Amazon, and Chewy.