Cosequin ASU Ad Campaign
Client
Nutramax Laboratories, Veterinary Sciences
Year
2020
Nutramax had just launched a new product offering in their Cosequin line of equine joint health supplements: a pellet form. The problem? The pellets had a different look that didn’t match their expectations, leading customers to wrongly assume that the product was defective. We launched an ad campaign to help reshape customer expectation while also setting Cosequin apart from competitors.
The “Our Pellets Stand Out” campaign was developed to show the visual difference between Cosequin pellets and competitor pellets, while highlighting that the different look is a result of higher quality ingredients and better manufacturing practices.
Integrated ad campaign
The ad campaign targeted both current and prospective customers with a combination of animated digital ads and print ads in popular equine magazines.
The ad campaign was a success, with increased product sales and a reduction of calls to customer service with concerns over defective products.