Because Animals Have Guts!

Protexin Veterinary –
Brand Trade Advertising Campaign

Task – Strengthen the Protexin brand’s ‘probiotic’ values

• The products and the brand have very high awareness and approval with vets – Protexin are market leader in most probiotic categories
• However, research showed vets valued Protexin products for efficacy, but not for their core probiotic content
• We therefore needed to raise awareness and understanding of probiotics in order to grow the market.

Solution – ‘Because animals have guts’

• A series of three ads were developed showing companion animals undertaking ‘extreme’ sports
• A skydiving dog, surfing cat and a bungee-jumping rabbit were executed in photoshop, with the simple headline ‘Because animals have guts’
• The ads ran in main vet trade press for four months.

Results

• Year-on-year sales significantly up during the campaign period
• High levels of unprompted feedback and approval from vets
• ‘Highly Commended’ in the VMA Awards, in the category nominated by vets themselves.