Re-Branding Campaign

LUITPOLD FAMILY BRANDING

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RE-BRANDING FOR ADDED MARKET STRENGTH

After nearly 20 years in business of caring for animals, the Animal Health Division of Luitpold Pharmaceuticals, Inc. developed a number of strengths – primarily a well-known and respected line of products for the treatment of equine degenerative joint disease (DJD). Luitpold came to us for help to launch a unified “Luitpold Equine Health” brand. The objective was to position Luitpold’s equine division more directly in line with the clear advantages that they had spent years to develop, as well as lay the groundwork for continued growth of Luitpold’s equine franchise.

The 2003 Convention of the American Association of Equine Practitioners provided the perfect backdrop for the release of the new brand. We developed the Luitpold Equine Health logo, new trade show booth graphics (which integrated with the “Ahead of the Pack” veterinary ad – also developed by LePoidevin Marketing), wearables for both the sales team and giveaways and a promotional Luitpold Equine Health stopwatch, which became a prized item for the veterinarians in attendance.

This new Luitpold Equine Health brand was also promoted through a new full-line, corporate product brochure, interactive CD-ROM and Web site. All were designed to support the efforts of the sales team by promoting the strengths of Luitpold Equine Health, as well as serving as tools for educating veterinarians and consumers on equine DJD and the benefits of Luitpold’s products.

We helped to further promote the new equine-focused brand by developing consistent product packaging designed to position Luitpold’s well-recognized individual product packaging, as an even stronger family of equine products.

Ultimately, by integrating tradeshow booth graphics, print advertising, packaging and both printed and electronic sales collateral, we helped Luitpold successfully launch its new, unified equine health brand. Strong brands, combined with smart promotion and direct sales, really do contribute to the bottom line. Not only did we help reverse a negative sales trend in 2003, but Luitpold also benefited from an almost 10% increase in sales in 2004.

BROWSE OTHER LUITPOLD CASE STUDIES:
Nothing Missing Ad Campaign
Imposter Branding Advertisement
Real Deal Sales Program
Peabody™ Brand Research
Trade Show Booth Research
Drug Compounding Roundtable