Baytril Otic: Fight Nasty

Baytril® Otic is an established ear infection treatment for dogs that’s been around for decades. Today, it faces tough competition from newer competitors that require fewer doses to work on most ear infections. But what this time-tested product lacks in ease, it makes up for in power. Due to a unique pair of active ingredients, Baytril® Otic can go round for round with tough pseudomonas infections that no other competitor can touch. We determined that if we can just own that effectiveness against this particularly nasty strain of infection, we could give this legacy product new life in vet clinics everywhere.

To highlight this unique effectivenes, we created a campaign of print, digital and in-clinic executions that shows exactly how Baytril® Otic can help vets Fight Nasty for the health of their patients. Each "fighter" we created is strategically named to show symptoms of nasty ear infections, and is given a name and bio that make dog lovers smile. And every message we included was designed to reinforce our new positioning and drive sales in clinics already inundated with ear infection products.

And the results were clear: sales for this legacy product jumped 16% and clinic penetration rose 10%, representing the first significant increase for this product in 14 years.