Zoetis / Cydectin

“Pretty much”

Cydectin. An iconic rural brand along the lines on Skellerup and Swanndri whose market share was under pressure from generic products.

Cheaper generic products have flooded the market. A campaign was needed to stem the tide and retrench the Cydectin core values. We couldn’t say 'there’s nothing like it', but what we did say, and say in a typically understated and dry kiwi way is ‘if it doesn’t have Cydectin on the box, it’s pretty much not Cydectin’. Doubt is a powerful tool and this sentiment married with the talents of our actor ‘Rob’ produced a warm, humorous and much loved campaign that makes any farmer proud to have a Cydectin box on the back of his ute.