Absorbine Jr.

W. F. Young partnered with Martino Flynn to rebrand its Absorbine Jr. liniment. The resulting tagline—Pain Relief With Real Horsepower—conveyed the efficacy of the product while leveraging the company’s heritage in the equine industry. The entire spot was filmed on location to ensure authenticity to the rural lifestyle of the target audience. Taking advantage of the set-up, a photographer was also on site to take still photos for use on the web.

W.F. Young has manufactured Absorbine Jr. pain relieving liquid for more than 100 years. While its product can be found on drug and grocery shelves nationwide, its category market share has been slipping due to expansion of competitive product lines and increases in competitive marketing spend. W.F. Young turned to Martino Flynn for help with brand strategy and implementation in 2011.

Martino Flynn is a full-service advertising, public relations, and digital media agency serving business-to-business, business-to-consumer, not-for-profit, and retail clients. Located in upstate New York, Martino Flynn is a member of The Public Relations Society of America (PRSA), as well as thenetworkone and the Marketing and Advertising Global Network (MAGNET). ©2013 Martino Flynn, LLC