Dechra Veterinary Products


Dispelling myths about unpalatable products

Despite being the category leader, Equipalazone, a licensed equine ‘bute’, was struggling to gain brand recognition with vets and owners. We wanted to find a unique way to engage our audience and reinforce Equipalazone’s credentials. 

Trading on the common misconception that horses don’t like the taste of it, we developed a groundbreaking campaign communicating Equipalazone’s superior palatability. The product retained its position as the UK’s No.1 and raised Dechra’s profile among vets.