ADVERTISING MARKETING DIRECT MARKETING DESIGN MEDIA PUBLIC RELATIONS DIRECT RESPONSE ONLINE MARKETING WEBSITES SALES PROMOTION BRAND DEVELOPMENT STRATEGY
The Works - Creative Solutions
| CLIENT: | BAYER ANIMAL HEALTH DIVISION |
| PRODUCT: | ADVOCATE |
| MEDIA: | FULL-PAGE AND DPS ADS AND POP-UP BELLY-BANDS IN THE VET PRESS, DM TO VETS AND POS FOR WAITING ROOMS |
BRIEF: Launch and grow market share for Advocate, without hitting sales of any other Bayer products.
STRATEGY: Communicate to vets that Advocate is not 'just another flea treatment', as it also provides multi-parasite protection. Five mythical beasts were created using elements of each parasite the product tackles - they were brought to life by an illustration agency. Advocate was launched to the vet channel on 1st March 2005.
RESULTS: Two months after the launch, sales hit 25% of the projected target for the whole year.
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