Central Launches New Flea/Tick Applicator

Steve LeVeau demonstrates the new Smart Shield applicator for Central’s flea and tick products.

The new applicator is part of Central’s response to the U.S. Environmental Protection Agency concerns about label clarity across the flea and tick control segment, and a large number of consumer-related adverse events with such products, according to Steve LeVeau, marketing director for Central Animal Health, which was formed this summer to focus on pet health products.

This year, the company had switched formulations from a permethrin-based formula to a less toxic one using etofenprox (adulticide) and (s) methoprene (insect growth regulator), LeVeau said.

The new applicator will allow pet owners to place a package of solution into the applicator, which will help part the pet’s fur, prevent spillage of the topical onto the user’s hands or other objects, and regulate the dose so that the topical is evenly spread, LeVeau said.

The company also reconfigured its dosing, narrowing most weight ranges in the process of moving from a four-size line to a five-size line for dogs. The applicators are color-coded for dogs and cats, and feature notches that prevent the dog topical from being inserted into the cat applicator, and vice versa.

The new applicator will begin shipping in the first quarter of 2012, ahead of flea and tick season. A major marketing campaign will support the launch: LeVeau’s budget for the campaign is larger than the past five years’ combined marketing budgets for flea and tick products.

The company has developed a variety of POP and educational displays, a couponing program, and QR codes that will allow pet owners to watch instructional videos. The key marketing points will be that the product starts to kill within 15 minutes, includes an insect growth regulator to prevent re-infestation, and features the new applicator.

The applicators will be included in almost all packages sold in 2012, LeVeau said, as he attempts to get the applicators in as many hands as possible. For added convenience, the plastic packages are resealable.

In 2013, Central expects to offer packages with and without the applicators in a razor/razor blade model.

Consumers are looking for safety--for both their pets and their families--and efficacy, LeVeau said, noting the product has been in development for the past 18 months. <HOME>