To breathe life into Metacam, a relatively old product, we needed to show it still has what it takes to keep cats and dogs with arthritis enjoying life and give it some star status. We took inspiration from musical artists who have not let age define them and who are still energetic and full of life.

The ageing rocker who’s still touring, Keith Richards; the diva who consistently amazes with her ability to compete with younger artists, Madonna; and the country star whose bubbly personality belies her years, Dolly Parton. Each has a distinctive identity, unique features that could subtly identify them but who all had the same thing in common. They’re still going strong.

The characters were created piece by piece with still photography, library shots and digital painting – each having some unique characteristics of our ageing stars along with Metacam’s distinctive colour.

The 'Still going strong' campaign was a staged approach, launching to clinics first followed by the launch of an online awareness website with web application.

Stage one – clinic executions:

•Counter top brochures

To help raise awareness of arthritis, signs to look out for and strategies to manage it with the importance of vet visits emphasised.

•Clinic posters

Each star had their own headline. Posters are double sided with 'Spot the signs of arthritis' messaging for pet owners

•Tote bags

Specially designed bags that held posters, owner brochure stand, arthritis trackers and t-shirts.

Stage two – owner arthritis awareness:

•Website demonstrating arthritis awareness along with a shareable/personalised dog and cat star function

With the campaign having just launched in February 2016, it’s too early to see effect on Australian sales, but early New Zealand results show a 14.6% increase in March-April sales over previous month and 21% increase from the previous year.

Feedback so far has been extremely positive from a team who has desperately needed something new to make Metacam relevant again.

“With so many generics on the market, we needed to jolt vets out of their meloxicam apathy – this is certainly a different direction for the brand.”

Alison Barker – Product & Marketing Operations Manager, BI Animal Health

“What a breath of fresh air! Love the old rocker connection! Hilarious.”

Nicola Mann – Senior Territory Sales Manager, BI Animal Health

“I love our 2 new characters Keith and Madonna!”

Hannah Ryan – Territory Sales Manager, BI Animal Health

“Love the new Metacam branding!”

Eve Perry – BI Animal Health