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Drontal - Special Roles

Client: Bayer
Brand: Drontal

Challenge

With a superior product and a patent, Drontal had been the category leader in dog and cat worm treatment for over 20 years. With the post-patent arrival of generic competitors, how do we retain leadership in an increasingly price-driven category?


Provocative Thought

When it comes to pets, brand trust will trump cost. Forget deal-seekers and focus only on the owners who care the most, or who want to be seen as such.

Response

We developed a multichannel campaign that appealed to the most caring pet owners by designating their pets as having “special role” in their lives. Rational reinforcement was provided with a dual focus on brand heritage and product innovation. Designed to retain market share, the campaign increased it.

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