Nothing Missing From This Concept

THE GOAL

Luitpold needed to create a brand campaign to continue to raise awareness and interest for Adequan® i.m., positioning the brand as a leading product for treating equine degenerative joint disease in competitive horses in a variety of disciplines.

THE STRATEGY

LePoidevin Marketing developed the ad campaign to show that “something is missing” when using other products, namely the proper active ingredient and efficacy found in Adequan i.m. To capture this concept, actual equine competitors were recruited to represent their discipline. The photos, done in studio, lead to striking ads that stood out in publications.

THE RESULTS

Luitpold experienced a double-digit increase in sales over the previous year on a 15-year-old mature product line.

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