---
title: Positioning A New Brand
description: Bayer Crop Science introduced a new fungicide. Learn how we partnered with Bayer to position the new brand excel in a crowded marketplace.
image: https://www.rkconnect.com/hubfs/Bayer_Work_1-2.jpeg
---

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# Positioning A New Brand

##### Bayer Delaro Complete launch

Leveraging research and insights to strategically position a new brand

## Situation

Bayer Crop Science was preparing to introduce a new, competitively priced premium fungicide called Delaro Complete to lead its portfolio. Audience research confirmed Midwest corn and soybean farmers knew that premium fungicides performed better than low and mid-tier options, but they had a hard time determining how they’re different or “better.” We partnered with Bayer to embark on creative positioning to help the new brand excel in a crowded marketplace.

![Bayer_Delaro_Digital-1](https://www.rkconnect.com/hs-fs/hubfs/Bayer_Delaro_Digital-1.png?width=292&height=243&name=Bayer_Delaro_Digital-1.png)

![Bayer_Delaro_Digital-3](https://www.rkconnect.com/hs-fs/hubfs/Bayer_Delaro_Digital-3.png?width=152&height=568&name=Bayer_Delaro_Digital-3.png)

![Bayer_Delaro_Print-1](https://www.rkconnect.com/hs-fs/hubfs/Bayer_Delaro_Print-1.jpg?width=521&height=677&name=Bayer_Delaro_Print-1.jpg)

## Solution

We partnered with GSi on positioning research and, understanding that farmers must make a choice with limited data and unpredictability, arrived at the strategic positioning “Takes Out the Guesswork,” which testing confirmed was emotionally compelling and resonated extremely well with premium fungicide users. Using CGI, we created a dramatic, finely-tuned operation where everything works together at the hand of a smart and discretionary precision grower. This panoramic POV rooted our “Precision” campaign and served as a foundation for a variety of media uses including TV, pre-roll, print, social, experiential, digital and collateral which was distributed in alignment with grower decision timing and nuanced by crop.

 

## Results

### $25MM

In Additional Sales Post Campaign Launch

### 100%

Of Inventory Sold Out in First Year

- Sales of Delaro Complete driven by media increased by 2.4 times which accounted for around 80% of Delaro’s growth in MY21
- $25MM in additional sales in first year post campaign launch
- 100% of the Delaro Complete inventory sold out in the first year post product launch

## Unlock Marketing Success

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**Download the free Discovery Map so you can pinpoint marketing objectives and gain invaluable insights.**

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