THE BRIEF
To launch the new, long acting Cydectin Platinum.
THE IDEA
This product represents the next generation of pour-on drenches. And given many Australian farming enterprises see different generations working together, we thought that would be an interesting idea to explore in developing ways to communicate the many benefits of Cydectin Platinum.
THE EXECUTION
The campaign featured a TVC, radio and social media executions. The team at Redhanded also designed the packaging for Cydectin Platinum, giving it a high-tech, innovative look and feel, rightfully positioning it at the cutting edge of drench technology.
THE IMPACT
The campaign delivered a double digit ROI for launch and helped extend Virbac’s influence on the Pour On market from 2020-21, helping them grow share and revenue when many competitors faced steep decline.