BHG’s strategic revamp of animal health product manufacturer Happy Jack’s sales brochure launched the company’s transition from product-centric supplier to business development partner.
Founded in 1946, trusted animal health brand Happy Jack has built its reputation on developing practical, effective products rooted in real-world needs. When the company decided to refresh its primary sales tool, a decade-old brochure that functioned essentially as a traditional product catalog, management asked The Bloodhound Group to use the redesign to revitalize the brand’s market positioning.
Happy Jack’s legacy began with founder James G. Exum, a tinkerer and amateur chemist who created an effective mange treatment in his garage for his beloved beagles when vet care wasn’t readily available or affordable.
Going well beyond refreshing the look and feel of the existing brochure, BHG redeveloped the piece to both modernize and honor the compelling heritage story while reframing Happy Jack as a competitive brand that actively invests in marketing to support the distributors and retailers carrying its line. Updated messaging—“Proven Products. Powerful Marketing. Real Results.”—highlights demand-driving efforts such as digital media strategy, retail routing and national TV and print partnerships, all designed to stimulate the product line turnover key to both customer retention and growth.
Product information now supports the primary marketing positioning, reinforcing Happy Jack’s promise of safe, effective, Made-in-the-USA remedies and presenting a broader and easier-to-shop product lineup.
The restructured brochure functions not only as a more comprehensive sales tool but also as a new brand marketing platform supporting sales conversations and partnership growth, clearly articulating the Happy Jack value proposition for the brand’s distributors and retailers.