Petwell

Dog owners watching their dog scratch, lick its paws, and eat grass every single day. They've cycled through topical fixes and nothing sticks. They don't know the itching starts in the gut.

Grass eating isn't a weird habit; it's the dog instinctively fighting bad gut bacteria that's causing the itch. Problem aware audience, sophistication stage 3. They see the scratching and the grass but haven't connected them, and they're done with topicals that don't hold.

The dog eating grass on camera, paired with a bold callout, held attention because it's a behavior owners watch every day. It kills the biggest objection early: that another topical treatment is the answer. The fix is internal, so the whole category they'd already tried gets ruled out in the first few seconds.