Unleashing UltraShield® Gold: A Creative Strategy for a Cutting-Edge Equine Fly Spray Launch
When Absorbine® prepared to debut its most advanced fly spray to date, UltraShield® Gold, the team at W.F. Young knew it deserved more than just a product release—it needed a moment. Ten years in the making, ultraShield® marks a leap forward for the trusted UltraShield® line. They turned to EQ Media to lead the creative campaign.
Partnering with W.F. Young, EQ Media crafted a high-impact, multi-platform campaign that fused education, emotion and visual storytelling to deliver one of the most successful launches in the brand’s history—exceeding sales expectations and creating serious buzz in the barn aisle.
1. Storytelling That Resonates
To break through the noise, we leaned into what made UltraShield® Gold different: its FlyShield® Technology, which disrupts insects' homing systems for powerful protection before they bite. The concept? This isn’t just fly spray—it’s the next generation of fly spray.
We translated that message into compelling brand storytelling that struck a balance between science and soul, giving horse owners a clear reason to believe—and buy.
2. Exclusive Pre-Launch & Loyalty Rewards
Building excitement before the official launch was crucial. We introduced an exclusive pre-launch campaign, with a sneak peek at what was on the way to the shelves after a decade of research and development. An engaging social and email marketing preview campaign, including a powerful “coming soon” video, teased the audience with the new groundbreaking product.
Emails invited equestrians to join a VIP list that gave early access to product details and launch updates. The campaign also boosted UltraShield® Rewards membership, turning curiosity into long-term customer relationships and strengthening the brand’s retention strategy.
3. Golden Ticket, Golden Opportunity
To build on the momentum, Absorbine® launched the Golden Ticket Sweepstakes, a nationwide promotion offering the chance to win a lifetime supply of UltraShield® Gold.
Hang tags and digital calls to action drove participants to enter. In addition to engagement and reach, the sweepstakes generated valuable first-party data to fuel future campaigns and personalized offers.
4. Stealth Mode: Video, Audio & Print Campaigns
From print ads to podcast airwaves, we created a fully integrated creative suite that captured UltraShield® Gold’s edge.
The campaign includes print and digital ads, depicting a horse going into stealth mode to escape insects. A dynamic drone video spot shot from a frustrated fly’s perspective has garnered Absorbine’s highest-ever open and view rates. EQ Media gathered veterans of commercial production—all equestrians, including Director Alan Oltman and Wooden Shoes Producer Adam Ruben. A richly layered podcast spot was also produced to address the growing number of equestrian podcasts.
Final Thoughts: Setting the Gold Standard in Fly Protection
The launch of UltraShield® Gold is a powerful example of what thoughtful collaboration and strategic creativity can achieve. Working in close partnership with W.F. Young, EQ Media developed and executed a campaign that introduced a truly innovative product to the market with clarity, energy and impact. We’re proud to have contributed to the success of this launch and grateful for the opportunity to help bring UltraShield Gold to the equestrian community.