Success story · Merck Animal Health
From launch to #2 in Bird Health
Safe-Guard AquaSol was the first chicken dewormer made for home use, so shoppers had never seen anything like it. We launched it on Amazon and Walmart, used ads to show flock owners what it does, and set it up so a first order turned into a repeat one.
The 3 mL retail pack, the presentation we launched on Amazon and Walmart.
#2
Bird Health product on Amazon
10,000
Units in the first 365 days
568
Global ratings on the Amazon listing
2025
Launched on Amazon and Walmart
A product with no shelf to copy
Safe-Guard AquaSol is a water-soluble fenbendazole: flock owners mix it into the drinking water instead of dosing birds one at a time, and there is no meat or egg withdrawal. Merck brought it to retail in 2025 as the only FDA-approved chicken dewormer designed to be given at home. Nothing else in the category worked the same way, so there was no existing listing to model ours on.
Advertising that taught the category
We pointed advertising at the problem rather than the brand name, reaching flock owners searching for what to do about worms, most of whom had never seen a treatment they could administer themselves. That traffic is what carried Safe-Guard AquaSol to #2 in Amazon’s Bird Health category, and 568 global ratings onto the listing.
Turning first orders into repeat ones
Deworming comes back around. We set up Subscribe & Save so a first order became a standing one, which is a large part of how the listing moved 10,000 units in its first 365 days.
“I appreciate the partnership Pecan has shown on representing our products online.”
Sarah Bookner, Eastern US Retail Manager, Merck Animal Health