Cydectin Days

Client

Bayer Animal Health

Challenge

Cydectin® (moxidectin)* is America’s No. 1 selling pour-on cattle dewormer. Due to a small sales force primarily focused on selling to feedlot customers, the marketing team at Bayer Animal Health needed to find a way to increase access to Cydectin’s primary customer and increase product sales in key states.

Out of Home

Solution

Enter Cydectin Days, a program created to drive customers to retailers and connect with Bayer experts to learn about Cydectin and the uniqueness of the moxidectin molecule. Ten retailers hosted in-store events with support from Bayer veterinarians and the sales force. One-day-only savings, radio remotes and a free lunch promotion helped boost attendance and sales on the day of the event.

Bayer also delivered 220 point-of-purchase kits to smaller retailers and vet clinics containing all the materials they’d need to host their own Cydectin Days promotion, along with a giveaway item to help drive product sales. A retailer contest with prizes like YETI® coolers and custom apparel helped gauge retailer enthusiasm and participation.

*Cydectin® (moxidectin) is now part of Elanco’s animal health portfolio.

Pre-Roll

Tier 1 promotions resulted in a 19% increase in sales and exceeded the established sales goal by 367%. Tier 2 promotions drove 13% sales growth, and one customer heard the radio remote and called in to purchase Cydectin over the phone.

Event