Imposter Branding Advertisement

Luitpold Advertisement

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MEETING THE COMPETITION HEAD ON

The Animal Health Division of Luitpold Pharmaceuticals, Inc. presented LePoidevin Marketing with a challenge: develop an ad that will directly address new, aggressive competition and increase awareness for their drug, Adequan® i.m., among horse owners and trainers.

Adequan i.m. is a leading drug for the treatment of degenerative joint disease (DJD) and arthritis in horses – a common problem for equine athletes. Luitpold, however, had been experiencing strong competition from so-called “generic” products, which claimed to be “the same as” or “just as good as” Adequan i.m.

The “Imposter” ad was developed to make horse owners and trainers aware, despite competitors’ claims, that there was no such thing as “generic” Adequan i.m. The ad also educates this audience on how Adequan i.m. works to treat equine DJD. Armed with this information, owners and trainers will be better able to influence the decision to use Adequan i.m.

Visually, the ad was designed to stand out in horse publications. The image of two guys in a horse suit quickly illustrates the “Imposter” concept and is a sharp contrast against other equine ads, which tend to feature “beauty shots” of actual horses.

As the first component of a larger, integrated marketing campaign, the consumer-focused “Imposter” ad works in conjunction with veterinary advertising, direct marketing, PR and direct sales efforts.

The Results:

The ad has generated a high-level of positive feedback and awareness from owners and trainers, who have found it to be both impactful and informative. Even veterinarians, who can sometimes be uncomfortable with consumer pull-through efforts, have reacted favorably.

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