I have a lot of pharma and farmer brand experience.

Here we set out to let farmers know about a better way to protect their sheep.

At the time of launch Strike had a distinct advantage over its IGR treatment competitors. There were options that targeted lice and options that targeted blowflies, but no option that covered both with one application.

The budget was small but the idea was big.

We introduced a memorable character to represent Strike, a two tongued frog. The arresting image of our frog's tongues reaching out to eliminate both pests spoke to the double action nature of the product.

The TV commercial was impossible to ignore, it cut through on rural TV with the idea rolling out across other media channels, resulting in impressive sales.