Backstory: Flavorx had been highly successful in providing flavorings for children’s medicines and had developed a range of flavorings for the veterinary market to make medicines palatable to animals.
Situation: Their research had shown that a very lucrative market was the pet industry and the difficulty in getting “pets to take their medicine.” They wanted to market this flavoring kit via veterinary product representatives to vets worldwide.
Creative Solutions: Giving the vets a sample seemed an obvious way to get the product into the hands of the vets – the flavors would be purchasable through representatives that dropped off the samples. The kit would include POP display posters as well as the flavorings. We developed a ‘sampler leaflet’ that provided a small vial of one of the flavors, like a perfume sample card. (Shown here).
20 of the sampler leaflets would then be placed in a Flavorx branded box to provide the veterinary reps with a supply to hand out to their veterinary customers. A branded calculator was included in each box as a gift for the veterinary reps. The promotion proved extremely popular with both the veterinary reps and the vets.
Using the visual approach and marketing messages from the sampler, a trade show display, an advertising campaign to appear in veterinary magazines and a poster campaign for veterinarian waiting rooms to increase product awareness among pet owners was developed.
Flavorx, which had been sending their vets a small monthly newsletter took our direction and created a full-fledged four-color quarterly news magazine featuring success stories, follow ups, “how-tos” from other vets and “letters to the editor.” This quarterly newsletter became their number one sales tool.
Results: Sales skyrocketed; the popular “Flavorx” is now available at vets throughout the country.
(Gary James/Patrick Ind, creative/ art directors; Gary James, lead copywriter (ads), Patrick Ind, POP/newsmagazine; Jamie Stockie, graphic design)
Tim Kenny Marketing, Bethesda, MD; ICBM, Washington DC
POP | Branded promotional items | Trade show display | Newsmagazine | Posters | Print advertising |