UK brand launch campaign
Joined up brand thinking.
The merger of US corporates Dow and DuPont led to one of the biggest brand changes in global agriculture in years. Dow AgroSciences and DuPont, two of the sectors most recognisable crop protection brands, and Pioneer, one of the world’s biggest names in seeds, became Corteva Agriscience.
As Dow AgroSciences’ UK agency, we were tasked with launching this new brand to British and Irish growers, advisors, agronomists and merchants as well as the wider supply chain.
The task at launch was one of education and reassurance. Customers had depended on these brands for decades and needed to understand the change, where it had come from and how it might impact their business. Would they still be able to get the products they trusted season after season? Would the same expert advice be available from the people they relied upon? What would this new business offer in the future in terms of improved products and solutions?
Our campaign thought was simple: Together, we’re Corteva. This succinct, but memorable alliteration gave us the big idea and the perfect platform from which to talk about people, products and pipeline.
Coupled with a simple brand equation graphic, the campaign proved hugely effective in communicating understanding about the new business as well as providing peace of mind to customers and partners.
With an 18 month national activity plan including above the line, trade shows, DM and digital, the campaign reach was enormous. Data on media exposure alone – impressions and OTS – showed the message hit close to 90% of growers.