Mercatus Bioscience: Entering Laboratory Refrigeration Market

Client

Mercatus Bioscience

Sector

Science

Service

8 Moves Programme

Science

Snapshot

Mercatus, a Portuguese refrigeration manufacturer, needed to enter the laboratory refrigeration market – a new and different market for them. Through our 8 Moves Programme, we delivered a brand launch including positioning strategy, microsite development and multi-channel campaign activation.

New Market

Laboratory refrigeration sector targeted

New Brand Launch

Mercatus Bioscience sub-brand created

Strong Performance

51.2% engagement rate achieved

The Brief

Mercatus, an established Portuguese refrigeration manufacturer, at that point known exclusively for commercial food preservation, needed to enter the laboratory refrigeration market serving pharmaceutical and bioscience sectors.

They wanted to launch an entirely new product range and brand targeting a completely different market – no easy feat. As a result, Mercatus required a comprehensive strategy and strong execution to ensure marketing effectiveness.

Solution

Our 8 Moves Programme delivered a comprehensive brand launch over a 12-month partnership.

Foundational strategy work analysed market positioning, competitor messaging and brand barriers. Our research identified an opportunity leveraging Mercatus’s extensive refrigeration expertise while establishing a distinct bioscience identity.

We created the Mercatus Bioscience brand with a complete visual identity fitting the parent brand’s architecture.

We then launched a microsite – a digital hub showcasing multiple product ranges serving different specification requirements.

Multi-channel campaign activation included a pillar page strategy and creation, along with a white paper, product catalogue and brand introduction video. We also produced exhibition support to help Mercatus Bioscience strengthen its presence at industry events.

Campaigns were launched across English and French markets with LinkedIn advertising, email marketing and organic social content. AI-generated visuals featuring microbes and biomes created distinctive modern brand aesthetics (before AI had become mainstream) — establishing innovative positioning within what was a traditionally conservative laboratory equipment sector.

Results

The Mercatus Bioscience microsite demonstrated strong early performance, with balanced traffic acquisition across multiple channels establishing credible market presence.

Engagement metrics indicated content resonated effectively with pharmaceutical and laboratory audiences, supporting successful entry into the new sector.

The combination of direct, organic and social traffic created visibility while returning visitor numbers demonstrated growing brand recognition within target markets.

51.2% engagement rate

The website delivered a high engagement rate across 9,412 sessions, demonstrating strong audience relevance and content quality.

Balanced multi-channel traffic performance

Direct traffic (46% of sessions), organic search (20%), organic social (11%) and referral (6%) created a traffic mix supporting the new market entry.

New brand launch

We delivered the new brand including a visual identity, positioning and launch assets.

Multi-language European campaign

Campaigns launched across English and French markets, successfully engaging pharmaceutical and laboratory sectors.