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Chasing ever newer strains of a virus is an ongoing challenge for pork producers. The launch of the new FluSure XP Defense System represented the most advanced formulation on the market, combating the most aggressive of them all, the H1N1 flu virus. Critical was that FluSure was effective against 9 out of 10 current H1N1 viruses. The marketing challenge was to visually portray a high-tech brand that was something more than just another shot.
The radar implied both stealthy detection and advanced technology and was also brought to life on the new homepage and featured a rotating radar that beeped as it ‘detected’ viruses while a voice-over told the 9 out of 10 story. In conjunction with product launch an online tutorial video was created the traced the evolution of the various H1N1 strains over 2 decades to the present to help viewers understand the urgency of a vaccine that had evolved as fast as the H1N1. To entice viewing of the video, growers were offered a $50 donation to the veterinary school of their choice in their name— an effort supported by online ads and direct mail.
The competitive positioning of FluSure, concept development, collateral and web presence generated $9MM in new sales within the 2-year period, representing a 12% increase.