EVEREST^® 2.0 - Arysta LifeScience

Challenge

EVEREST^® Herbicide has been a cornerstone product of the Arysta LifeScience portfolio since the company’s inception as Arvesta. Our challenge for 2010 moving into 2011 was to take the evolution of the product from the herbicide that has been in the marketplace for years, share its improved features and benefits with our target audience of growers, retailers and distributors and launch the new EVEREST^® 2.0. Due to perception issues with the effectiveness of EVEREST in the past, it was important to hit the ground running and create interest in a category that is already inundated with herbicide options for growers.

Insight

After careful consideration, it was determined that our best bet was to capitalize on the EVEREST brand equity we’d captured in the past. Rather than renaming the product, we boldly determined that we could share the new benefits in such a way that not only early adopters would be comfortable using it, but current users and lapsed users as well. We determined that naming the product EVEREST 2.0 would speak efficiently to its evolution and allow us to engage our audience with new creative that spoke to a new standard or “the next generation” of weed control.

Solution

Capitalizing on a creative style that is innovative, simple, clean and utilized by industry titan Apple computers, we based our look and feel for EVEREST 2.0 as though we were launching a new iPod or iPad. Our creative team put together a tremendous stylized look for EVEREST 2.0 that used a simple color pallet of black, white and silver. From there, we created our own icons to speak to the product features and benefits in an impactful way while keeping with the Apple-esque style. We produced sleek and high end collateral pieces, such as the EVEREST 2.0 brochure, tradeshow booth, giveaway items and media kit to capture audience attention and keep the product top of mind. An aggressive print, radio and digital campaign helped the product sing in the marketplace.

Result

The campaign has proven to be popular with the Arysta LifeScience Territory sales representatives, retailers, agronomists and growers. The approach was unique for an Arysta LifeScience product and generated interest in the marketplace.

Boehringer Ingelheim Swine Vaccines

CircoFLEX and MycoFLEX

Challenge

CircoFLEX™ and MycoFLEX™ are market leaders. Needed to convince pork producers and swine vets of the benefits including:

• First Circovirus/Mycoplasma product approved for use as combination 
• Offers distinct one-shot, one-dose administration
• Convenient, effective and more efficient way to protect pigs
• One-shot dosing requires a change in behavior and thinking — current swine vaccine
• Protocol calls for two shot vaccination

Solution

• Instill a greater level of confidence in producers regarding Circo/MycoFLEX 
• Communicate that one shot of Circo/MycoFLEX will protect their herd
• Develop an integrated campaign, communicating safety, efficacy and economic benefits

Result

• New integrated marketing communication campaign launched August ’09
• Testing confirmed positioning was on target, resonated and was motivating
• Research insights used to modify/strengthen messaging 
• Grew share and enhanced leadership position despite competitive new product entry

Arysta LifeScience - MIDAS^®

Challenge

• Arysta LifeScience was introducing the first new fumigant in 50 years 
• Growers saw the competitive product as a trusted friend

Solution

• Establish a new category with MIDAS^® 
• Position the product in a professional, non-threatening way 
• Deliver consistent brand look/messaging that instills trust and changes behavior

Result

• Enhanced relationships between sales and growers 
• Changed grower behavior and built trust 
• Exceeded EPA’s estimated usage by 1,016% 
• 100% response rate on targeted grower campaign

Wyffels Hybrids — Marketing Campaign

Challenge

Wyffels Hybrids is one of the nation’s largest independent seed corn companies.  Woodruff Sweitzer’s challenge was to position Wyffels, the company and the brand, in a way that provided a competitive edge against the larger, more dominant market leaders. 

Insight

All corn growers have access to high quality seed corn genetics and traits. As a privately held company, Wyffels doesn’t have the same demands as a public enterprise. Corn growers in the Wyffels marketing area must be given a sense that there is a small and very idealistic group of people fighting to bring them something new and good and special, rather than large, faceless corporate production factory interested only in maximizing shareholder profits.

Solution

Position and represent Wyffels in every decision, as the small, real and very human challenger. More than a number, a true “on the farm” seed partner. When others have moved to focus on becoming leaders in developing technology and traits, Wyffels stayed true to the one overriding area of expertise…putting the best corn on the farm. Woodruff Sweitzer launched this new brand position across all tactics and media, including farm print, radio, truck / trailers wraps, trade shows and grower events.

Result

As a privately held company, actual share/sales results cannot be disclosed.  However, due in part to clear message and positioning that resonated with the Wyffels target audience, sales through both current customers and acquisition of new customers increased. Wyffels was able to acquire market share (units). Smart, targeted efforts allowed Wyffels to hold profitability per unit at the same or a higher level than the preceding year thus increasing profitable volume.

ProLabs

Flex RX

Challenge

ProLabs Animal Health, a division of AgriLabs, was launching a new flagship canine joint care product in the crowded OTC pet supplement market. Woodruff Sweitzer’s daunting task was to build the brand at the shopper level without a large DTC marketing budget.

The pet health supplements category is cluttered and confusing for pet owners. Products range from nutraceuticals to prescription drugs. Our audience, Do-It-Yourself types, take pride in having control over their pet health purchase decisions. It’s critical to stand out on the retail shelf to grab their attention and offer a unique point of difference vs. the “me-too” offerings.

Solution

WS created a multi-faceted in-store marketing program designed to create brand awareness and stimulate purchase at the shopper level. This effort was built on a strong integrated brand identity and distinctive, high-impact packaging and in-store marketing materials designed to stand out in a cluttered retail environment.

Result

Launched in mid-March 2012, this new product introduction has been heralded as the most successful new product launch in ProLabs’ 20-year history. ProLabs quickly gained acceptance from its extensive distributor network and generated tremendous retailer excitement. In the first month, Flex Rx earned distribution in over 2,000 retail outlets and is on track to greatly exceed annual sales projections.

Boone County National Bank

Roots ‘N Blues ‘N BBQ Festival

Challenge

As the largest community bank in Central Missouri with approximately $1 Billion in assets, Boone County National Bank (BCNB) continually faces stiff competition from huge national and multinational banks, all working to erode BCNB’s market share in the region. To counter the e!orts of these larger, ever-expanding “corporate” banks, BCNB chose to strengthen its position in the market by standing strong on one core truth- the truth that every bank has branches, but in Central Missouri, Boone County National Bank has roots. With this idea in mind, BCNB charged its agency, Woodruff Sweitzer, with two objectives: Remind the community of a rich, shared history that extended 150 years, and to come up with a unique way to celebrate this significant milestone anniversary.

Solution

On behalf of the bank, Woodru! Sweitzer developed the tagline, “Other banks have branches. We have roots.” And from this position, a fully integrated, 360° campaign was born. The flagship tactic was the Roots ‘N Blues ‘N BBQ Festival — a weekend celebration featuring food and crafts vendors, a sanctioned barbecue contest, and more than 33 nationally known musicians performing bluegrass, blues, roots music, gospel and more- all provided free as a gift to the city by the bank in honor of its 150th anniversary.

Yet the festival was just the beginning. Additional strategies were developed to spread awareness, goodwill and drive new business to the bank. Promotional tactics for the event itself included television, radio, print, posters, direct mail, local and national public relations, ATM receipts, building banners, Internet banners, and a festival website complete with blogs, mobile messaging alerts and an interactive game for children.

Result

Attendance at the two-day festival was projected to be approximately 30,000. In actuality, nearly 70,000 people converged on downtown Columbia, much to the delight of the bank, the tourism community and everyone involved in the production of the festival. In addition to the bank benefiting from the goodwill of the event through its role as signature sponsor, dozens of partners, vendors and smaller sponsors all reveled in the energy and enthusiasm of the massive crowds and their willingness to spend time and money at the festival.

The festival was dubbed a complete success and Boone County National Bank solidified its position as the premier community bank in the market. This event is now an annual happening.

The Roots ‘N Blues ‘N BBQ Festival garnered regional and national consumer and media attention, and in the week leading up to the event, 30,000 visitors from 40 di!erent countries visited the website. In addition, The New York Times declared the event one of the Top Five must attend festivals in the country.

Diamond Pet Food

Taste of the Wild

Challenge

• Diamond Pet Foods needed a new pet food to meet the current needs of pet owners
• The category trend was moving toward grain-free diets

Solution

• Develop super-premium, grain-free pet food based on the pet’s DNA 
• Use ingredients that appeal to pet owners 
• Create specially commissioned illustrated bag design 
• Ensure brand consistency

Result

• Retailers asked about product before sales force was detailing it 
• Demand exceeded production capacity

Versatile Tractor - Power Drive

Challenge

• Versatile Equipment needed to promote their promotional sales event and demo tour.

Solution

• Create a Facebook event page to promote the event and a Twitter feed and Flickr group to update the community over the summer
• Promote channels to appropriate media outlets
• Draw qualified followers through regular, relevant updates and help boost attendance beyond target

Result

• Event and campaign overshot target numbers by 160%
• Media pick-up exceeded client expectations
• Sales results in 2010 exceeded targets due to success of the tour
• Tour was expanded to encompass all of North American in 2010

RAZE™ Herbicide — Arysta LifeScience

Challenge

Our challenge was to launch new RAZE™ Herbicide into the marketplace with aplomb in 2011. RAZE offers wheat growers a resistance fighting, excellent cross spectrum solution that offers lasting control of critical grass and broadleaf weeds. RAZE is an exciting new product and it was very important for us to carve out a place for RAZE in the marketplace.

Insight

It was imperative that we launched the product to highlight the strength of RAZE’s formulation, selling features and benefits. RAZE is competitively priced in the marketplace so we knew it would put some serious pressure on the opposition and we wanted to assure that our campaign endeavors would show off the product to the best of our abilities.

Solution

With this in mind, we went through a few different incarnations for the product until we determined the perfect fit. As a cross spectrum herbicide with unique attributes and a strong portfolio of weeds controlled, we found that the RAZONATOR robot was the most elegant and impactful way to achieve the attention that RAZE so richly deserved. We knew that this concept would lend itself well to the animations we created for a dealer meeting in Phoenix, Arizona.

Result

The RAZONATOR robot and the over arching RAZE campaign are some of the strongest works we have produced to date for Arysta LifeScience. The response to the creative has been very positive, and the nature of the creative lends itself very nicely to multiple tactical executions not only for this year but for year two of the launch campaign.