Spillers equine feeds
Geeing up an established brand.
Cool Mix had been trotting along at a steady pace, but was beginning to fall back in the field. By adding a "secret ingredient" Spillers' scientists created a product that could demonstrably transform a horse in as few as six weeks! Shown are two in a series of ads that re-launched and repositioned the brand. Sales took off at a gallop.
Equivite is rather like an equine multivitamin, intended to supplement poor pasture. This 'junk food' ad helped insure the brand remained healthy.
Research showed that neither owners/riders nor the trade understood the substantial benefits of Spillers HDF high-fibre feed and take-up was low. Ads like this, combining humour with clear explanatory copy, helped get the brand up and running.
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