Roundup had come up with a breakthrough method of applying weedkiller; a dab-on gel. Their fear was that if they positioned it wrongly, it would become an alternative to Roundup spray, not an addition and so cannibalise sales. So we positioned it as an alternative to hand pulling (hand pullers reject spray because it lacks precision). The pacifists turned assassins in their thousands… 53% of existing customers bought gel in addition to spray and 12% of gel customers were new to the weedkiller market so 65% of sales were market growth. The gel campaign had a halo effect too, pulling Roundup’s market share up from 29.1% to 41.6%. The same commercial has so far successfully launched gel into 6 new markets.
TV, press, in-store, online display.