Boehringer Ingelheim recently acquired Merial, one of NZ’s largest animal health companies. The majority of products are targeted directly to NZ’s sheep and cattle farmers, so creating a lasting impression in their eyes is important.
Strong seasonal fluctuations of product use required us to generate an immediate commitment and a call-to-action for farmers at this critical time.
Boehringer and AMS created a hard wearing, highly sought after traditional rugby jersey that would be used as instant gratification on selected products at point of purchase.
The jerseys carry the traditional sheep’s head icon, well recognised from the traditional Merial business, yet introduce Boehringer Ingelheim as the new brand.
Our decision to work with AMS was an easy one…hard work and integrity not only fits within our company values, but is mirrored by AMS. Their proactive approach, innovation and ability to not only work to a brief, but also offer us alternative solutions, gives us the point of difference needed in the market…
The nationwide campaign drove strong commitment and product sales through the veterinary network of NZ.
Immediate redemption upon purchase ensured Boehringer continued to grow market share, in excess of 60% and delivered
a very successful campaign.