MSD Nobivac Case study Motorcycle
BRANDING — Discovery | Future identity and position | Portfolio strategy
CREATIVE — Advertising | Corporate design | Campaign design | Video/photography | Video/photography | Web design | Copywriting | Packaging design

Nobivac
Merck Animal Health

BACKGROUND

MSD Animal Health offers animal health professionals, farmers, pet owners and governments the widest range of veterinary pharmaceuticals, vaccines and health management solutions and services. MSD Animal Health is dedicated to preserving and improving the health, well-being and performance of animals.

www.msd-animal-health.com

CHALLENGE

The challenge was to turn 12 global product brands into one umbrella brand. Creating a single minded value proposition and an identity that could unify the world’s largest vaccine range for companion animals.
MSD Nobivac Case study Logo

BRAND PROPOSITION

Bonds between friends. Bonds that sustain us. Bonds that make us grow. 

Bonds are essential for our well-being. They provide energy that brings us joy and comforts us. Even when we don’t think about them, they are there, making life richer and more enjoyable. To protect these bonds we’ve created Nobivac, one of the finest small animal vaccines in the world. Nobivac connects the dots between the bonds that matter and the essential protection that keeps bonds strong.

When you choose Nobivac branded vaccines and associated services, you can rest assured that you have a high performance, dependable solution that you can trust to protect the animals in your care, just the way you want to. After all, some of the world’s most precious bonds depend on it.

BRAND TONALITY — IMAGES

Before Nobivac, MSD Animal Health used technical argumentation for all their product communication. The new brand proposition, Essential protection for essential bonds, created a need to be more emotional in combination with the facts and figures. A new image bank was produced to support this approach.

MSD Nobivac Case Study Package

APPROACH / RESULT

Through the BAM process and workshops with teams from 8 lead markets a new brand platform was created. From the brand platform creative identities and communication concepts were presented to the group, narrowing down to one strong and novel graphical identity and a positioning focusing on the bond between the pet and all stakeholders.

 Local markets used the new brand platform and global identity for the implementation of online and offline communication. This included a new portfolio for the umbrella brand Nobivac and for single product communication.

All packaging was color coded to distinguish between different products. The colors as well as icons and images helped express the brand promise: Essential protection for essential bonds. To ensure a global brand consistency, an extensive set of guidelines was developed together with the client.