Gutsy Creative Approach Pays Off

 

Protexin Veterinary – Product Trade Advertising Campaign 2008

Task – Develop the ‘guts’ campaign into product advertising

• The success of the ‘guts’ brand ads meant that the theme was well established
• The next strategic need was to build Pro-Kolin distribution in advance of the launch of Pro-Balance, a complementary product
• Also needed to support other core products – Synbiotic D-C, Bio-Lapis and Fibreplex.

Solution – ‘Guts – Extreme sports’

• Three new ads were developed showing the animal characters taking their ‘extreme’ sports to the next level, as if ‘sponsored’ by the Protexin products
• The skydiving dog’s parachute opens – to reveal Pro-Kolin branding, he windsurfs with ‘Synbiotic D-C’ on the sail and hang-gliders with Pro-Balance, while the rabbits snowboard with Bio-Lapis & Fibreplex on their board bases
• Consumer range-leaflets were also added, using the characters, to drive consumer demand pull.

Results

• Year-on-year sales continued to maintain their higher level
• The consumer materials were extensively sited in vet surgeries and have been frequently re-printed to keep up with demand
• Pro-Balance launch exceeded targets for initial distribution.