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: | DRONTAL WORMING TABLETS |
| MEDIA: | NATIONAL TV ADVERTISING, CONSUMER PRESS ADVERTISING, POS AND DM TO VETS, WEB |
BRIEF: To grow the worming market in the UK, thereby fortifying Drontal’s market leadership position.
STRATEGY: Following pre-campaign qualitative research showing differing relationships between dogs and their owners and cats and their owners, different creative approaches were required. With both approaches, three clear messages had to stand out: 1. Drontal stops worms dead. 2. Worm your pet every three months. 3. Consult your vet.
RESULTS: The UK worming market grew by 17% in twelve months · 25% more owners knew they should worm their pets every three months · 34% more pet owners turned to their vet for advice · Drontal maintained its 86% share of the bigger worming market
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