Frontline Flea Treatment

A flea spray is not the sexiest of products to work with. However, Merial and McCann Erickson managed to turn the launch into a real winner, with advertising playing a very significant role.

Advertising Effectiveness Winner:

Frontline Flea Treatment

Agency: McCann Erickson

The Judges said:

A flea spray is not the sexiest of products to work with. However, Merial and McCannErickson managed to turn the launch of this new product into a real winner, with advertising playing a very significant role.

Bugs and creepycrawlies may be the hottest thing in animated movies, but fleainfested pets are distinctly lacking in glamour. Merial New Zealand faced retailer disinterest and consumer apathy when it launched its Frontline Flea Spray in 1996.

In tackling the consumer market, Merial was breaking new ground its experience was previously...

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