We build animal health brands that build long-term value!
We build animal health brands that build long-term value!
ANIMAL HEALTH CHALLENGE
In 2022, in a directive concerning animal health practices, the EU banned all forms of routine farm antibiotic use including prophylactic group treatment. At the same time, farmers were faced with the need to treat bovine mastitis. Bayer wanted to bring a new intramammary antibiotic to the market while emphasizing the new regulatory context for veterinary antibiotics.
SOLUTION
CONTENTI created the Arentor brand, positioning it with the tagline: ‘Responsibility without compromise’. The messaging of the global campaign emphasized the responsible character of farmers and the veterinarians they partner with. The agency created the brand from the ground up, from brand identity to the drafting of technical copy, and the creation of advertising and collateral materials.
ANIMAL HEALTH CHALLENGE
Merck Animal Health sought to make its Nobivac range of small animal vaccines the first choice of veterinarians. The stakes were high, as veterinarians usually buy the full range of vaccines from their chosen source. The challenge was to demonstrate that Nobivac and Merck were the best vaccine partner for veterinary practices around the world.
SOLUTION
Working from the insight that small animal vets are business people, but business isn’t their prime motivator, we (Bill Below and Jan Ragnartz) made Nobivac about the strong bonds between pet owners and their pets. Highly emotional black and white photos were shot showing real people interacting with their pets, and the essential bonds were symbolized by two rows of colored dots, which also functioned as a color code for the product packaging.
ANIMAL HEALTH CHALLENGE
Diseases affecting the cultivation of fish cost the industry billions of dollars per year and impact the food security of many regions. MSD Animal Health created the Aquavac brand of vaccines for aquaculture. In launching this global brand, MSD wanted to emphasize both the performance and the sustainability of its products.
SOLUTION
We built the Aquavac brand with the positioning of “Sustainable Performance”. To emphasize that Aquavac products are always on the cutting edge, we created a logo which would be similar to the Nike swoosh, which we called the ‘Fish-swish’. We used a green luminescent design on a black background, emphasizing the high-tech, precise nature of the range.
