Nothing Missing Ad Campaign

Nothing Missing from This Concept

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The Challenge.

The equine industry is highly segmented into different disciplines. Rather than risk emphasizing or alienating any one segment, Luitpold Equine Health needed help creating a brand campaign that targeted each segment specifically, while supporting the company’s direct sales efforts.

Strategy & Tactics.

Knowing that Luitpold’s Adequan® i.m. product treats equine joint disease on more levels than other products in the category, we derived the concept of customers “missing something” – namely efficacy and equine performance – when they use other products.

To capture this concept we recruited actual “horse people” to create poses and statures authentic to each sport. Because the consumers in these segments are so passionate about their disciplines, everything had to be accurate – from apparel to body positions – or horse professionals would notice. The photos, done in studio, lead to striking ads that standout in equine publications.

The Results.

Ultimately, we produced five separate advertisements, which ran in major enthusiast-based equine publications throughout the United States. During that time, Luitpold experienced a 10% increase in sales over the previous year for a very mature, 15-year-old product line.

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