Turning Parasites into a Powerful Brand Story
How An Unexpected Sponsorship at Auckland Museum Helped NexGard Thrive
NexGard is the world’s #1 name in parasite protection for pets. It is the flagship brand of Boehringer Ingelheim, a family-owned company and global leader in animal health innovation.
“In our industry, people are passionate about what they do,” says Richard Duckworth, Companion Animal Business Manager for Boehringer in New Zealand. “They care deeply about bringing health to animals and happiness to the people who care for them.”
The Challenge: Standing Out in a Low-Interest Category
Parasite protection is essential for animal and human health, but it’s not a topic that sparks excitement.
“It’s fair to say it is one of the least glamourous areas of animal health” Richard explains. “You have to do something very different to get people’s attention.”
When a proposal to sponsor Auckland Museum’s exhibition ‘Bloodsuckers’ crossed his desk, Richard saw an opportunity. The exhibition explored parasites through bold design and storytelling, turning a scientific subject into an engaging experience.
“I love disruptive marketing, things that stand out and make people do a double take” he explains.
By partnering with Auckland Museum, Richard stepped outside traditional advertising and created a disruptive brand experience in an unexpected setting.
“The exhibition’s dramatic visuals and bold reds were genuinely eye-catching. It was a perfect fit.”
One highlight was the NexGard Spectra installation in the Museum shop, which ran for four months over the busy summer period.
“That was such a coup – having my brand on display at Auckland Museum during peak season” Richard recalls.
The sponsorship allowed NexGard to reframe the conversation:
“Instead of talking about product specs, we tapped into the fascinating world of blood-feeding creatures. It made the topic exciting and new.”
The partnership also became a powerful internal engagement tool. NexGard hosted their New Zealand and Australia leadership team at the Museum for a private tour and a behind-the-scenes talk by a Museum expert.
“It was a brilliant internal touchpoint,” says Richard. “And a unique and memorable way to showcase our success and raise the profile of my team with senior leaders.”
“Our investment in Bloodsuckers is part of what’s driving the fantastic results we’re seeing” Richard notes. “NexGard became #1 in the dog category in NZ*, and we are on track to become #1 in cat this year. And team engagement has soared, which fuels momentum and enthusiasm for the brand.”
For Richard, the sponsorship’s value goes beyond the numbers:
“It’s an educational event at Auckland Museum, the home of science and learning in Auckland. You are the company you keep, so if I can associate my brand with that, the halo effect is priceless.”
He also highlights the long-term impact of the investment:
“There’s a legacy to it. It cuts through, people remember it, and it sets us apart from the competition. When you break the mould and do something disruptive, people want to be part of it.”
*Industry reported sales value MAT 1Q25