Syngenta ornamental campaign
Syngenta was faced with several of their products coming off patent. In addition, over so many years of investing in product brand advertising, more equity had been built in the product brands than had been built in the Syngenta brand. We proposed a strategic decision to turn the emphasis back toward Syngenta and to develop positioning platforms for each of their three product categories: Turf, lawn and ornamental plants.
Ornamental plants were typically sold on contingency, and we were told by growers that maintaining health and beauty at the retail level was a huge issue because if the plants didn't hold up to the handling they were subject to in that environment, they would not be sold and growers would have to swallow the cost.
Applying the various pesticides and fungicides Syngenta offers typically resulted in stronger, healthier ornamental plants that had a better chance of holding up under the harsh retail conditions. To express that advantage, we proposed a positioning platform of "beautifully strong plants". By pairing the positioning line with scenarios of plants holding up to obviously exaggerated stress, we drove home the message to growers.
In testing with this audience, the campaign scored 80% unaided recall of seeing a Syngenta ad, 61% unaided recall in the message that "Syngenta products make ornamental plants healthier and stronger", and 71% of growers found the message relevant.
Services: Creative Strategy, Conceptual Development, Art Direction, Layout, and Photography Supervision
