×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

JEREMY COCKS PROGRAM

By Published on .

SYDNEY-Jeremy Cocks urged Ciba-Geigy to get with the Program.

Largely through the efforts of Mr. Cocks, the company's Program oral flea control line snared 50% of market for veterinarian-distributed flea control products in only one year in Australia.

In addition to ringing up $3 million in Australian sales last year, the brand catapulted Ciba-Geigy, until 1993 known only as a marketer of farm animal products Down Under, into the mainstream of pet product marketing.

From the beginning, Program, now marketed in 20 countries in Europe, Latin America and Africa, was a winner. First introduced in Australia in September 1992, the prodcut within three months had 38% of the market for flea-control products, said Mr. Cocks, then business manager-veterinary group in Australia and now large animal product manager for Ciba Animal Health in the U.K.

Prior to Mr. Cocks' arrival, all of Ciba's business in Australia had been aimed at farm animals. His task was to get Ciba into the "companion animal" business, which he did through the introduction of Program and some other products, including one aimed at curing heartworm in dogs. The biggest of these products was Program.

The product, a monthly pill for dogs and a paste for cats, is administered orally and works by sterilizing fleas so that eggs will not hatch. Priced at about $25-$36 in Australia for a six month supply, Program competes against all other flea and tick control products distributed by veterinarians, including baths, powders, collars and sprays, Mr. Cocks said, noting Program is the only oral product.

This year, Program will produce $4.5 million in sales for Ciba in Australia.

What made Program so success- ful was Mr. Cocks' advertising thrust. His plan was twofold-he advertised to veterinarians through trade magazines and direct mail while also buying consumer advertising on TV to encourage pet owners to ask their vets for Program.

The product took a big bite out of the market despite the fact that Ciba-Geigy spent only about $260,000 on advertising in 1992 and $375,000 on Australian ads in 1993. Most of these funds have been spent on Program, but some went to support other recently-introduced Ciba pet products, such as the heartworm medicine.

Mr. Cocks started advertising Program on TV in 1992, and again in the summer of 1993 and in January-February 1994. The commercial created by Advertising Partners, Sydney, was called "tea party" and showed dogs sitting around having a tea party while discussing how well Program works.

In this article:
Most Popular