How new positioning and punchy creative helped pick an aging product up off the mat. | Signal Theory

Baytril® Otic: Fight Nasty

HOW INTERNATIONAL DESIGN AWARDS ANNUAL

How new positioning and punchy creative helped pick an aging product up off the mat.

CAUTION: Federal (U.S.A.) law restricts this drug to use by or on the order of a licensed veterinarian. CONTRAINDICATIONS: Baytril® Otic is contraindicated in dogs with suspected or known hypersensitivity to quinolones and/or sulfonamides.

THE CHALLENGE

Baytril® Otic is a legacy canine ear infection treatment that requires up to 28 rounds of owner-administered doses – which is quite a lot compared to Bayer’s newer, single-dose treatment regimen. So even though this powerful product still works well, it involves a bit of work for dedicated dog owners.

 

THE HUMAN INSIGHT

Like many working professionals, veterinarians are overloaded with information on a daily basis. So re-evaluating potential uses for each product they stock isn’t realistic. We needed to change the assumption vets had that Baytril® Otic was just another ear infection treatment. To accomplish this, we repositioned the product as a go-to solution for a nasty type of ear infection that it was uniquely suited to fight.

THE IDEA

To make sure vets understood our new repositioning, we knew we’d need punchy visuals capable of stopping busy vets in their tracks. With a print and digital campaign harkening back to the golden age of boxing, we placed knockout creative in the most prominent veterinary trade publications, websites and conferences. The goal was to let vets know that when the worst ear infections strike, Baytril® Otic is the one you should choose to Fight Nasty.

THE RESULTS

Our award-winning campaign gave this legacy product its first significant sales increase in 14 years. But beyond that, repositioning how the product is used helped this product occupy a niche it can own for years to come. And that’s nothing short of a resounding victory.

NET SALES

16%

increase over previous year

CLINIC PENETRATION

10%

increase over previous year

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