DuPont CANOPY Herbicide Branding Campaign— TV
NEVER DOUBT THE POWER OF THE ANALOGY.
To soybean growers, only two weeds matter. And this campaign, which ran over three years, with a dozen different executions, left no doubt in the grower’s mind that CANOPY herbicide was the sure-fire choice to eliminate them. Which, in turn, boosted sales 21%. The first year of the integrated campaign consisted of six TV commercials, two of which are shown here, and four print ads.