DuPont CANOPY Herbicide Branding Campaign— TV

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.

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