New Pack. Same Protection, more sustainable

As consumers prioritise sustainability, brands must reduce environmental impact without compromising product integrity. Seresto, a leading flea & tick protection brand, and Elanco’s highest selling product, sought to modernise its packaging to meet these demands while maintaining brand recognition. The marketing challenge was to inform customers and pet owners of this change without detracting from the product’s core benefits. It was also critical to communicate with credibility, ensuring claims related to improved sustainability were truthful and evidence-based.

Idea

Elanco introduced a fully recyclable, moulded-fibre carton, achieving a 70% reduction in carbon emissions compared to the original tin packaging. This innovation retained Seresto’s iconic shape and added a wrap-around banderole for strong shelf presence. The 70% reduction claim was established through an externally run life-cycle analysis, comparing the new pack to Seresto’s existing metal tin. Messaging highlighted “New Pack. Same Protection. More Sustainable. Less CO₂” on existing assets.

Impact

Consumer quantitative and qualitative testing confirmed the new design’s appeal, validating its alignment with Seresto’s premium look. Testing of key marketing messages was also undertaken. Key assets – including point-of-sale materials, digital banners, and social media assets – featured the new sustainability messaging delivered through innovatively designed graphic devices applied to marketing materials.