As we wrapped up our efforts on Novotik, our next Zoetis branding challenge was upon us. The approach was like riding a bike. We believed in the process and followed our global branding protocol to create Zoetis’ premiere de-wormer. Valcor is the first combination injectable that kills both susceptible and the resistant endoparasites that no longer respond to existing products. It’s brand promise was built on the key characteristics: smart, resourceful, assertive and tough. Logo development, packaging, print ads and sales tools were all deployed as well as a mode of action video that delivered a deep dive into the science of the product. The words may be hard to say (doramectin-levamisole!) but the story is clear and powerful.