W. F. Young / Absorbine
Getting Our Hands Dirty to Refresh a Classic Brand
When W. F. Young, makers of legendary Absorbine® equine products, looked at its brand and saw fragmented products and outdated marketing materials, the company realized it needed help. Martino Flynn was happy to ride to the rescue, starting with learning everything we could about Absorbine's® target audience.
We Learned that you can't fool horse owners.
Absorbine® built its brand on being genuine and relatable. To make sure the new marketing was just as real, we had to understand what makes horse owners tick. So we rose before dawn to visit farms and racetracks to talk with riders and trainers. We made store visits and talked with dealers. Attended trade shows and worked the floor—all in addition to more formal competitive and perceptual research with horse owners and key influencers.
In-depth research led to illuminating insight.
Backed by all that informative input, we determined that Absorbine® needed to take its simple “heritage” brand personality and evolve it to a richer message of “trustworthiness.” Overcoming pricing concerns required establishing Absorbine® as a premium brand. And to make sure all that resonated with our target, we needed a creative strategy focused on the unique, emotional connection between horse and owner.
We also learned how to best connect with horse owners and dealers when it came time to talk about specific products and promotions.