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Purina Mills - WellSolve
CHALLENGE:
Create interest in Purina WellSolve, Weight Control Formula, the world's first equine veterinary diet, targeting horses with carbohydrate sensitivities, insulin resistance and metabolic response issues. Never before had a specific feed been developed to help aid in veterinary medical treatments.
SOLUTION:
Understanding that 80% of horse owners are women, LFC took a very human approach to introducing the topic of equine weight control -- making it easier for consumers to understand both the problems the feed addressed and how the new feed form could help solve life-threatening equine ailments.
RESULT:
Sales substantially exceeded original estimates. Additionally, the campaign's success paved the way for more products in the WellSolve line.
