Cydectin

Challenge:

In two years, Cydectin will lose its patent and generics will enter the market. The brand needs to hold current market position when this occurs.

Strategy:

A strategic brand analysis revealed that Cydectin was ‘best in market’ and farmers would go back to Cydectin after trying other less effective products. This was turned into an emotive storyline.

Result:

The development of the Johno character was received so well by the market place that it evolved across all POS and marketing channels. Channelzero was then commissioned to re-develop the entire packaging range for Cydectin.