Etalon, LTD.

A genetics company advancing the health and longevity of horses through accessible, science-backed DNA testing.

The Challenge: Etalon offered a powerful tool for proactive equine care, but many Thoroughbred owners remained skeptical. In an industry rooted in tradition, genetic testing was seen as optional at best—and unnecessary at worst. The deeper value it offered—preventing chronic conditions, reducing costly medical interventions, and supporting more ethical breeding—was lost in translation. Etalon needed to shift perceptions, not just of their brand, but of what responsible animal care could look like in a modern, sustainable world.

The Solution: Blue Carbon Creative partnered with Etalon to develop a communications strategy that positioned genetic testing not just as a performance tool, but as a commitment to ethical breeding and proactive health. Through published articles, social & email campaigns, and emotionally resonant ads, we simplified the science and connected it to core values of care and responsibility. We also provided boots-on-the-ground content support at the Breeders’ Cup, capturing real-time video and photography that helped humanize the technology and build trust with a legacy audience.

The Results: The refreshed strategy increased site traffic by 22% and contributed to a substantial 74% rise in genetic test sales for TB's that quarter. A new email campaign saw a 26% average open rate and re-engaged both active and lapsed clients. By positioning equine genetic testing as a sustainable solution aligned with animal welfare, Blue Carbon Creative helped Etalon move beyond niche biotech to become a voice in the future of ethical animal care. Etalon has since partnered with us on further campaigns, including wild mustang advocacy and a national initiative in the reining horse community.