Here’s how this advertising agency took on the Waikato’s best – and won!
Virbac Animal Health launched an innovative new mastitis treatment, PenClox 1200, and they needed an equally innovative advertising agency to launch the product.
CLIENT
Virbac Animal Health
Team
Greg Kramer
Ash Kramer
Project
Advertising
Graphic Design
Packaging Design
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PenClox 1200 is a unique mastitis treatment that uses a combination of penicillin and cloxacillin in one syringe, which allows vets and farmers to effectively treat mastitis throughout the lactation period. This reduces the need to have a number of different mastitis products available on the farm during this busy time.
What we accomplished:
1.
Take a look at the images below. Some are adverts and some are editorial pages from the New Zealand Dairy Exporter.
You’ll notice a huge prevalence of stereotypical images of farmers, cows, and product shots. The most important thing to notice is that it’s almost impossible to tell the difference between the brands. Some of the advertising even looks like editorial features.
2.
If everything’s draped in an indistinguishable camouflage of similarity, how can you possibly hope to positively affect consumers’ thoughts and opinions about your products?
We didn’t have to reinvent the wheel to dominate the market. All we had to do was break away from the stereotype so strongly associated with the New Zealand farming industry: excessive images of farmers or cows.
Our strategy: we took on PenClox’s biggest competitor, Mastalone®, head-on and used their size (bigger budget, brand recognition, history) to our advantage.
Mastalone® has been the dominant mastitis treatment in New Zealand for ages. Their pay-off line, “The Big Gun mastitis treatment.”, is very well-known amongst vets and farmers.
Our advertising campaign introduced a unique character to the dairy farming industry: a tough, no-nonsense, big gun-carrying sheriff charged with destroying mastitis.
3.
Partisan Advertising achieved the following results for Virbac Animal Health:
PenClox 1200 sold 406% above forecast in two months.
PenClox 1200 sold out in two months.
“The positive feedback that we get from the sales team and the market regarding the work that Partisan Advertising has created for us confirm our confidence in their ability to deliver unique, high-quality results within tight time frames and budgets.”