Background
Marks-Min®, a product by Boehringer Ingelheim, faced the challenge of rapidly gaining market share from its competitors. The target audience, cattle producers, sought a solution to optimise herd health, productivity, and fertility during critical times. So the need to effectively communicate Marks-Min’s USP – combining B12 and trace minerals in a single injectable dose – and positioning it as a time and cost-effective solution was crucial.
The Campaign Objective
The objective was twofold: to establish Marks-Min® as a leader in innovation, gaining market share, and achieving significant sales targets. The focus was on communicating the product’s unique benefits during critical times and emphasising its role in improving the livestock immune system, resisting disease, and increasing reproduction rates.
Guiding Insights
Defined as a confident challenger, Marks-Min’s brand personality was bold, modern, and innovative. The emotional benefit centered on production outcomes, particularly in dairy farming. The strategy aimed to create a “Win-Win for Producers” by highlighting the functional benefit of optimising health status during critical times.
Strategy Overview
The campaign unfolded in two phases, targeting cattle producers initially and sheep producers later. The creative execution focused on the exclusive formulation of B12 + trace minerals, presenting Marks-Min® as a vital health and production boost for cattle during critical times. The Win-Win concept was at the core, emphasising time and cost-effectiveness.
Target Audience
Cattle producers seeking solutions for optimizing herd health, productivity, and fertility during critical times such as calving, mating, and drying off. In phase two the target shifted to include Sheep producers.
Campaign Creative
The TVC script showcased Marks-Min® as the exclusive formulation of B12 + trace minerals, with extreme close-up footage of happy cattle, creating a positive association. The press ad copy highlighted the “Win-Win for Cattle Producers,” promoting the single-dose convenience and the benefits of copper, selenium, zinc, manganese, and B1 in one injection.
Results
The campaign successfully reinvigorated the Marks-Min® brand, combining product-based and testimonial approaches. Direct language, coupled with a strong visual identity and testimonials, created a powerful emotional connection. The Win-Win concept effectively communicated the brand’s USP, resulting in increased uptake in targeted markets. Boehringer Ingelheim achieved its objectives, reinforcing Marks-Min® as a leader in innovation and a trusted solution for cattle and sheep health and productivity.
