The toughest thing in pink.What if you could take a product that was a virtual unknown and, in just a couple of seasons, not only increase sales and market share, but dominate the category? Well, that's precisely what AdFarm and Bayer CropScience did for Raxil T, a cereal cereal or grain Any grass yielding starchy seeds suitable for food. The most commonly cultivated cereals are wheat, rice, rye, oats, barley, corn, and sorghum. As human food, cereals are usually marketed in raw grain form or as ingredients of food products. fungicide fungicide (fŭn`jəsīd', fŭng`gə–), any substance used to destroy fungi. Some fungi are extremely damaging to crops (see diseases of plants), and others cause diseases in humans and other animals (see fungal infection). seed treatment that had little or no brand recognition just a few years ago. Today, Raxil T is the number one selling seed treatment for barley barley, annual cereal plant (Hordeum vulgare and sometimes other species) of the family Gramineae (grass family), cultivated by humans probably as early as any cereal. and number two in wheat for western Canada
Western Canada, commonly referred to as the West . And the campaign took home the Best of Show award in its category at the 26th Annual Canadian Agri-Marketing Awards. Now this isn't the first time AdFarm, which is Bayer CropScience Canada's agency of record, has worked on promoting Raxil. In fact, two years ago AdFarm was instrumental in launching Raxil as the "Toughest Thing in Pink" to the market in western Canada. Why pink? Well, seed treated with Raxil is covered with a pink film to distinguish it from non-treated seed and as a quick visual to confirm seed coverage. But, then again, so are all the other seed treatments on the market and, historically, growers depend on the recommendation of retailers when it comes to product choice for seed treatments. LAUNCHING WITH A GUSTO "We knew we had a product that performed but what we really needed was for growers to ask for it and retailers to recommend it." explains Lee Dechaine, AdFarm's Team Lead for the Bayer CropScience Canada account. "Our challenge was to launch the product with some gusto, and reestablish its credibility as a proven product." And launch it with gusto they did. What's tougher then a well-toned boxer boxer, breed of medium-sized, muscular working dog perfected in Germany in the 19th cent. but whose origins may be traced back in Europe to the 16th cent. It stands from 21 to 25 in. (53.3–63.5 cm) high at the shoulder and weighs from 60 to 75 lb (27. staring stare v. stared, star·ing, stares v.intr. 1. To look directly and fixedly, often with a wide-eyed gaze. See Synonyms at gaze. 2. To be conspicuous; stand out. 3. you down? What's more memorable then a boxer wearing bright pink trunks? The "Toughest Thing in Pink" was born. "Rather than appealing to the rational side, we went right for the emotional jugular jugular /jug·u·lar/ (jug´u-lar) 1. cervical. 2. pertaining to a jugular vein. 3. a jugular vein. jug·u·lar adj. . We got ourselves a good looking professional boxer and had some very pink boxing trunks designed just for him. From there, we just took the campaign as far as it could go," says Dechaine. In 2006, Raxil got even tougher with the addition of a new active ingredient An active ingredient, also active pharmaceutical ingredient (or API), is the substance in a drug that is pharmaceutically active. Some medications may contain more than one active ingredient. , Thiram thiram see tetramethylthiuram disulfide. . With it came a rebranding thanks to a new name, Raxil T. That's when they pulled out all the stops to promote the product including producer-directed print and radio, editorials and special events aimed directly at the distribution channel. TOTALLY INTEGRATED CAMPAIGN "This was a totally integrated campaign," says Becky Elliott, Co-Team Lead, Bayer CropScience, AdFarm. "We wanted to own the color pink when it comes to seed treatment so we had to make sure that everyone related pink with Raxil T." Full page, full-color ads ran in major ag publications. Supporting those were radio and outdoor advertising that reinforced the message. Public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most also played a key role. Producers attending trade shows could take their turn at a Raxil T punching bag at the Bayer CropScience booth, and local boxing matches became a great drawing card for Bayer CropScience producer meetings. Direct mail pieces that targeted cereal growers kept hammering the message home. "No doubt about it, the campaign got attention and people started talking. Advertising in ag publications in western Canada doesn't typically feature a well-toned boxer wearing pink boxing trunks promoting a cereal seed treatment," Dechaine says. Of course, engaging the sales force is critical to the success of any product launch and they were included in every step of the campaign. A highlight of the campaign was a full card of amateur boxing Amateur boxing is practiced at the collegiate level, at the Olympic Games and Commonwealth Games, and in many other venues sponsored by amateur boxing associations. Amateur boxing bouts are short in duration and fighters wear head protection, so this type of competition prizes at the annual Canadian Association of Agri-Retailers convention. The final round featured the Raxil T boxer taking on Mister Smut. Of course, Raxil T triumphed, knocking Mister Smut down for the count. "It was important that we had some fun with this and I think that is one of the reasons it is such a success," says Elliott. "People still talk about it and that's the kind of word-of-mouth promotion that money just can't buy." But it's obviously something that smart, integrated communications planning can deliver. by Ron Wall, AdFarm |
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