Merial Launches “EPRINEX® (eprinomectin) Kills It” Campaign

New initiative aims to help herd profitability

DULUTH, GA – April 2011 –Merial is putting the spotlight on parasite control through a bold new program called “EPRINEX Kills It.” Because economic losses from parasite infections of cattle can be significant,1 effective parasite control is vital to the health of a herd and the profitability of an operation. In fact, of all the animal health practices used to increase production, treating beef cows for parasites gives the greatest economic return – up to $201 per head.2

“We understand parasite control is vitally important to producers, but also recognize they are inundated with product choices and information,” says Steve Vandeberg, Director of Merial’s Cattle Endectocides. “By taking a creative and much more direct approach to our communication with producers, we can cut through some of the parasite control clutter and clearly demonstrate the proven efficacy and broad-spectrum coverage of IVOMEC® EPRINEX (eprinomectin).3 In today’s economy, producers require a product that is going to give them the results they need and IVOMEC EPRINEX is the answer.”

To set its parasite control messaging apart and emphasize product performance, Merial put a humorous twist on the features of its IVOMEC EPRINEX product. The campaign website, www.eprinexkillsit.com, and ads feature headlines such as…

• “Why kill 39 species of parasites? Because 38 just isn’t enough.”

•“Some wonder if parasites die painful deaths. We hope so.” and

•“If there was such a thing as the ‘People for the Ethical Treatment of Parasites’, they would totally hate us.”

As part of the campaign and to support producers’ use of the product, Merial is offering a rebate through www.eprinexkillsit.com. Producers who purchase four or more 5-liter bottles of IVOMEC EPRINEX will receive a $40 rebate for every 5-liter bottle purchased, which means a minimum rebate of $160. The purchase of a 20-liter IVOMEC EPRINEX bottle also qualifies for a $160 rebate. In addition to the rebate, Merial offers a 100% Product Satisfaction Guarantee on IVOMEC EPRINEX, which means no hassle assurance of product satisfaction when cattle are treated according to the label directions.

Parasites can negatively impact immune systems,4 suppress appetite and reduce feed intake in cattle,5 which can impact a producer’s bottom line. IVOMEC EPRINEX kills 39 species and stages of internal and external parasites in cattle, which is more than any other brand.3

IVOMEC EPRINEX effectively controls immature and adult worms, biting and sucking lice, mange mites, grubs and horn flies,3 and has up to 99 percent control of both Chorioptes bovis (tailhead mange) and Sarcoptes scabiei mange mites.3 When used according to the label, IVOMEC Brand products are not expected to have an adverse impact on populations of dung-dependent species.6

IVOMEC EPRINEX is available in a pour-on formulation that can be used on calves, heifers, bulls, and dry and lactating cows. It is weatherproof and can be applied in the rain, heat or even freezing cold, and there is no slaughter withdrawal or milk discard period, which makes it a convenient product for parasite control in beef and dairy cattle.6

The product is available in 250 mL, 1 L, 2.5 L, 5 L and 20 L presentations.6

About Merial

Merial is a world-leading, innovation-driven animal health company, providing a comprehensive range of products to enhance the health, well-being and performance of a wide range of animals. Merial employs approximately 5,600 people and operates in more than 150 countries worldwide. Its 2010 sales were more than $2.6 billion. Merial is the Animal Health subsidiary of sanofi-aventis. For more information, please see www.merial.com.

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