To draw attention to the prevalence of canine dental disease beyond the typical industry coverage of Pet Dental Health Awareness Month in February, we combined GenZennials love for pets and fashion by giving the most iconic dog-centric pattern – houndstooth – a makeover. Intentionally blackening teeth to disrupt the design, our “houndstoothless” refresh on the trend was an unexpected yet effective way for the GREENIES brand to break through in culture and turn a statistic no one wants to hear into something they actually want to wear.