As one of the largest animal health companies in the world, Elanco’s portfolio of products includes prescription medicines that protect household pets from threats like intestinal parasites, fleas and ticks. One of those products - Interceptor Plus - needed to grow market share in an incredibly challenging market. Parasite protection is a low-involvement category. Worms are out-of-sight and out-of-mind. Pet owners just use what their vet prescribes, administer it monthly, and refill the prescription when they run out. As a new and superior product, the challenge for Interceptor Plus was to get pet owners and veterinarians off autopilot to steal share from the 20-year market leader.