Full-service marketing agency
Merial Animal Health - Avian

A new concept in avian vaccination

Brief

Merial’s Avian team launched NeO, a new range of products which delivers its popular avian vaccines in an effervescent tablet form. Rebecca was asked to provide product launch support at the bi-annual The British Pig and Poultry Fair and ‘tease’ poultry farmers and vets about the product before the event, in the media and at a sector conference.

Challenge

Product pipelines for pharmaceuticals are often a long and protracted affair. Merial wanted to alert its customers and the poultry industry to the NeO products that would be launching soon. A teaser advert was created to introduce the effervescent tablet concept to vets and poultry producers, along with a pop-up exhibition stand and two product-specific roller baners to use at a sector conference before the main product launch.

Once product was available, a product-specific advertising campaign was rolled out in sector-specific press along with a high-profile launch at the bi-annual Pig and Poultry Fair. An innovative exhibition stand was designed with coloured bubble walls to highlight the product features. One-to-one interviews with farming and poultry journalists at Pig and Poultry were held on the stand to introduce the new product.

Results

Poultry, veterinary and general farming media covered the product launch generating awareness of NeO with end users (poultry farmers) and those prescribing it (poultry vets). The product has sold well since launch and Merial’s Avian team are about to embark on another advertising and PR programme to further support the product.

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