The Power of Independence

A marketplace dominated by decades-old products is not an easy one to break in to. But with Merck’s Zuprevo — an antibiotic used to treat respiratory disease in cattle — we knew how to appeal to livestock producers. We drew on their sense of self-reliance and autonomy and asked them to “Join the Zuprevolution” by giving Zuprevo a try over established brands. The campaign was a rallying cry for an audience that values the freedom to find a better way to get the job done.

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