NEW PRODUCT LAUNCH

PUMP UP

HERD PROFITABILITY

Capability: Market Strategy Market Communications

Axiom Tools: Advertising Collateral

Business Objective

  • Manage a joint venture launch of a gluconeogenic propionate with bioavailable micro-ingredients to provide exceptional energy in transition cows

Strategy

  • Create marketing and promotional theme centered around, “Prime the Pump”
  • Visuals feature antique pumps painted in Holstein and Guernsey breed colors
  • Execute integrated marketing campaign: print ads, direct response, trade show exhibits and collateral

Results

  • Significantly improved transition results from increased dry matter intake to peak milk production
  • Generated new revenue stream for 2 feed companies
  • Product continues to be a top choice for transition cows in the dairy industry

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