Zoetis is the global animal health leader founded in 2010 as a spin-off of Pfizer Animal Health. Revenues are evenly split between companion animal health and livestock, however, innovation and growth is focused on the former and in non-US markets. The challenge was to maintain a strong presence in the US cattle sector when faced with expiring patents for their blockbuster antibiotic product and a sparse pipeline of innovation for that sector.

‘Born of the Bond’ was created as a new brand story to demonstrate shared values and empathetic leadership for the US cattle segment. It builds off human insights that cattle farmers feel misrepresented and misunderstood in general and lack a champion to support them in face of increasing criticism by animal rights activists and environmental policies.

The story celebrates the ancient bond between farmers and their herds that was forged 10,000 years ago when man domesticated cattle and struck a bargain to protect and nurture each other. It connects Zoetis with the values that are held important by US cattle farmers with focus on legacy, family and patriotism.

Activation focused on telling human stories of customers, communities and the personalities of Zoetis illustrating the shared values and heritage. Innovative executions included a Children’s Book, long-form video stories, and story vignettes. A brand partnership was forged with Folds of Honor, a campaign to support education of the children of fallen servicemen and women.

The impact of the brand was measured through retention of customers, minimizing market share erosion and brand reputation, as well as content engagement and reach.