Elanco
Baytril® Otic Fight Nasty
/ About the project
When faced with a 28-dose legacy product competing against newer single-dose treatments, most agencies would throw in the towel. Not us. We saw Baytril® Otic's challenge as an opportunity to step into the ring with something unexpected.
Our knockout strategy involved repositioning this canine ear infection treatment not as just another option, but as the heavyweight champion against the nastiest infections. Drawing inspiration from boxing's golden age, we created visually arresting creative that stopped busy veterinarians in their tracks and delivered a clear message: When infections get nasty, Baytril® Otic fights back harder.
/ Insight
eterinarians, overwhelmed by information, rely on mental shortcuts. By repositioning Baytril Otic as the fighter against "nasty" infections rather than just another treatment, we created a distinctive category in their minds—making the product easily retrievable when severe cases appeared.
/ Results
Our award-winning campaign gave this legacy product its first significant sales increase in 14 years. Beyond that, repositioning how the product is used helped this product occupy a niche it can own for years to come.
NET SALES: 16% increase over previous year
CLINIC PENETRATION: 10% increase over previous year
