Re-Branding Campaign

Mature Product Re-Launch Campaign

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RE-LAUNCHING A MATURE BRAND

In an increasingly competitive market, our client was faced with the decision to either discontinue a product that was once a category leader, or try another strategy. Armed with input from prospects and customers, fresh product research and feedback from the corporate sales force, LePoidevin Marketing and client product manager embarked on a niche marketing strategy that has resurrected the brand.

Since ProTICall® was launched as a broad-spectrum topical treatment for control of external parasites on dogs, it had fought for space on the veterinarian’s shelf. Newer products didn’t do the job better, but heavy advertising and promotional budgets helped them wrestle a controlling share of the category.

To compete, we recommended that ProTICall find an area of weakness in the other products, and launch a bold attack. That weakness came in the control of ticks on dogs – no product did it better than ProTICall and the new research proved it.

To increase brand awareness, we produced an insert and full-page advertisement, and then placed them in leading industry magazines. A direct mail campaign to select veterinarians helped distribute critical performance data. Then, we armed the sales force with new “detailing” literature and a unique poster printed on a material that sticks anywhere. New packaging and product dispenser designs completed the launch.

The result? Sales in the first year of the campaign increased significantly. By re-positioning ProTICall as the product for use in the control of disease-carrying ticks we were able to effectively compete with leading brands and carve a strong niche for our client.

BROWSE OTHER SCHERING-PLOUGH CASE STUDIES:
VetConnect Direct Mail
VetConnect Newsletter Series
E-Commerce Campaign
Sam’s Club Pallet Display