Bringing Emotion to an Overly Scientized and Fear-Based Category
Brand Strategy, Branding and Identity, Environmental Design
Zoetis wanted to remind horse owners and veterinarians that the company is always by their side in providing the right care to all horses. In a category that’s seriously lacking emotion, we found an opportunity to strengthen the brand’s position as the caring horse expert amid a sea of equine health companies that use their science and products to extract more from the horse.
What came next was not only a brand belief but also a rallying cry. One that U.S. Equine Division of Zoetis could use to reach veterinarians and horse owners with a powerful statement both could relate to.
Long Live the Horse emboldened Zoetis Equine with a purpose-driven mindset that emotionally connected veterinarians and horse owners to the brand.
We created a new brand identity system that’s authentic, human and down to earth.
We tugged heartstrings in our brand films, which capture the reciprocity of care between horses and their people.
We brought the notion of care into the fold with a new photography library, which gave new life to print and other materials.
We impressed veterinarians when we showed up in a bolder way than ever before at their annual convention by reminding them that Zoetis Equine is always by their side across the continuum of care and a horse’s life.
Colle McVoy has been an incredible partner in helping us create a convention-defying approach to reach our ambitious growth goals. Together we defined a profound shift in marketing strategy that led to a brand evolution and an ambitious new creative campaign that will be a differentiator and represent a true first for our category. I have been beyond thrilled with the caliber of work and the team our account has been staffed with.
Jen Grant, Head of Marketing, U.S. Equine | Zoetis
