This product is prescription-only. No promotional material may be shown to non-specialists (dietitians, doctors and nurses) under any circumstances, and all print ads appeared in speciality-specific medical periodicals.

The target audience is primarily dietitians and GPs. The former are flooded with marketing materials about every conceivable nutritional product, and the latter are extremely time poor. Both rarely see pharma reps. Overall, this makes ads with high cut-through absolutely critical for product success.

Our black/brown and white Friesian cows are instantly recognisable as dairy cows across the UK. This ensured ‘Milk’ in the headline translated as ‘Cows’ in the visual