Freddie Free-for-all

Protexin – Free gift / trial incentive

Task – Launch of 1st GI diet for dogs with probiotics

• Pro-Balance – designed to work with market-leading Pro-Kolin+ as a total protocol in non-specific diarrhoea
• Objective – get a trial outer of Pro-Balance into 300 clinics in the 1st month of sales, in face of very entrenched, established competition
• Existing ad campaign featuring the dog ‘Freddie’ doing extreme sports had been running for some months.

Solution – Free stock / free ‘Freddie’ toy

• Clinics offered 10 free 1kg Pro-Balance packs when ordering 10 Pro-Kolin+ packs
• Order form featured Freddie on the hang-glider from the ad, with 5” plush ‘Freddie’ toy attached
• Recipients invited to ‘take off’ Freddie and keep him if they made an order.

Results

• 360 clinics took up the offer – beating target by 20%
• Strong initial penetration for a challenger brand in a mature market
• Pro-Balance established as a strong performer in Protexin portfolio.