While developing our concept, we partnered with our client and their legal team to navigate the challenge of co-promoting products that are not indicated for concomitant use. We defended against combination products by talking about the “right” combination: the broadest parasite protection and the best opportunity to generate practice revenue, which only BRAVECTO and SENTINEL offer. Our driving idea that the right combination unlocks better protection opened the door for Merck Animal Health to own the conversation around parasiticides.
Defending a market-leading combination
Client
Merck Animal Health
Project
BRAVECTO® and SENTINEL® “Unlock Better Protection” integrated campaign
What was the challenge?
When a combination flea-tick-heartworm product began gaining traction with veterinarians, Merck Animal Health tapped our strategic and creative thinkers to conceptualize a new campaign that would position BRAVECTO® Chews and SENTINEL® SPECTRUM® Chews against the competition. Using a fresh storytelling approach combined with vibrant visuals and hand-drawn doodles, we made a high-impact impression that reinforced the value propositions for both products and earned a Judges Grand Prize Award at the 2023 Vetty Awards®.
How did we solve it?
What we delivered
- Strategic product positioning
- Campaign creative concept
- Message development
- Print and digital detailers
- Campaign microsite
- Digital ads (HTML and Uber)
- In-clinic lunch and learn
- Sales rep training toolkit
Defending a market-leading combination
Client
Merck Animal Health
Product
BRAVECTO® and SENTINEL® “Unlock Better Protection” integrated campaign
What was the challenge?
When a combination flea-tick-heartworm product began gaining traction with veterinarians, Merck Animal Health tapped our strategic and creative thinkers to conceptualize a new campaign that would position BRAVECTO® Chews and SENTINEL® SPECTRUM® Chews against the competition. Using a fresh storytelling approach combined with vibrant visuals and hand-drawn doodles, we made a high-impact impression that reinforced the value propositions for both products and earned a Judges Grand Prize Award at the 2023 Vetty Awards®.
How did we solve it?
While developing our concept, we partnered with our client and their legal team to navigate the challenge of co-promoting products that are not indicated for concomitant use. We defended against combination products by talking about the “right” combination: the broadest parasite protection and the best opportunity to generate practice revenue, which only BRAVECTO and SENTINEL offer. Our driving idea that the right combination unlocks better protection opened the door for Merck to own the conversation around parasiticides.
What we delivered
- Strategic product positioning
- Campaign creative concept
- Message development
- Print and digital detailers
- Campaign microsite
- Digital ads (HTML and Uber)
- In-clinic lunch and learn
- Sales rep training toolkit
