Stratego
Bumps fungicide sales
Challenge
Stratego® fungicide was a relatively new, undifferentiated brand in a crowded, lower-involvement category that was dominated by a competitor.
Solution
Create an emotional connection with growers by focusing on the celebratory feeling they experience when they profit from a healthier, higher yield.
- TV
- Content
- Digital
- Radio
- PR
- Event
- Out-of-home
- Collateral
Results
Despite being outspent 2:1, this long-running campaign drove Stratego to #2 fungicide position, surpassing multiple competitors and taking sales from the category leader.
# 10
Climbed to number two in sales