ZOETIS
Broadening the category to deliver more brand bark.
The problem
Even with a market leading flea, tick and worm product like Simparica Trio, it would be tough for pet owners to notice Zoetis in a crowded market. And even tougher to make it their parasite protection of choice.
Where experience led us
As the challenger brand in this category, we knew to aim for share of mind not share of voice. Digging deep we uncovered our customers were not so much individuals – they were groups. So parasite problems were family or household problems too. We developed a comms strategy that recognised this. Premium family programming captured multi person viewing. High reach AV channels ensured this wider audience understood the product benefits and cemented the brand in their minds. Add outdoor in high traffic locations, retail driving radio and a strong in store presence across key pet specialty stores. By acting broader, rather than niche we created a richer target audience.
The out-performance
Prompted brand awareness grew from by 240% over the campaign.
Simparica Trio’s SOM grew by 12%, stealing from our key competitor.
We capitalised on the highest rating properties of the year for incredibly discounted costs, including State of Origin, AFL and NRL Grand Finals
