SELECTED WORK / 03
Launching new revenue
An everyday clinical consumable that outperformed the market on quality and sustainability, and reached 10%+ of company revenue in its first year.
KVP International · Positioning, brand, and go-to-market · Launch through year one · US veterinary distribution
The situation
Clinics use this product every day, in volume, and most of what was on the market was poor quality. Clinics put up with it because nothing better was on offer. Sustainability claims in the category were mostly noise.
The insight
We didn’t need two stories. The product was better for the environment and genuinely better to use, so we made one promise and backed it with both proofs. The name said exactly that.
What I did
I owned positioning, naming, packaging, and the launch plan. We built the launch around distribution, giving distributor partners campaigns, site banners, and sales enablement ready to run, then optimized those campaigns month by month.
The work
Brand identity and packaging / Image to come
Distributor launch campaigns and banners / Image to come
Sales enablement materials / Image to come
Results
10%+ of company revenue in year one · Every campaign metric at MWI broken by the launch campaigns · Double-digit sales growth through distribution. A second launch, a new category, generated seven figures in its first year.
My role: I owned positioning, brand, and go-to-market end to end.