PROJECT BACKGROUND:

Merial is a world-leading, innovation-driven animal health company, providing a comprehensive range of products to enhance the health, well-being and performance of a wide range of animals.

Merial was developing a new veterinary pharmaceutical product to treat and control a range of parasites in cats. Work was done to identify the brand positioning of this new product (including the generation of trade name candidates) and how it fit within the Merial global PETS portfolio. We were told that the product would initially be a single product, but may possibly be part of a family of products in the future.

 

ABOUT THE NAME:

The name focused on bringing to life the “Best & Broadest Spectrum” point of difference. It needed to communicate that this product is the most complete all-in-one endo and ecto feline parasiticide -- a novel combination with the best active ingredients.

It would begin to tell the story of a product that:

  • "does a lot and does a lot well”
  • is the “Swiss Army Knife” of feline parasite treatment
  • is “the only one that has it all”

It was to feel feel both simple and safe; like “and” as opposed to “or.”

Armed with this direction, we delivered Broadline, a combined name imbued with gravitas and authority.

The name obviously references “broad spectrum” benefits and is poised to support additional products under its umbrella - without feeling forced or overly clinical or complex.