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Bravecto Breaks the Mold With Biker Dudes and Resonates With Pet Owners

Zach Brooke

With a game-changing pet health product in her hands, Merck Animal Health’s Karin Jager ditched the pharma-marketing boilerplate and created a campaign that appeals to the bonds between pets and their owners

GOAL

Some products sell themselves. Flea- and tick-control pharmaceuticals for pets and livestock: not so much. When the animal health division of global pharma powerhouse Merck developed a new flea-guard oral chew product called Bravecto that provides coverage three times longer than long-held industry standards, it had to crow about it.

Enter Karin Jager. The global marketing director for Merck Animal Health was tasked with familiarizing pet owners and veterinarians with the preventive pill. Fortunately for the company, she was more than up to it.

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Zach Brooke is a former AMA staff writer turned freelance journalist. His work has been featured in Chicago magazine, Milwaukee Magazine, A.V. Club and VICE, among others. Follow him on Twitter @Zach_Brooke.