DuPont HARMONY Herbicide “21st Century” Launch PrintCampaign

DuPont HARMONY Herbicide “21st Century” Launch PrintCampaign

A PRODUCT THIS REVOLUTIONARY
REQUIRED A LAUNCH CAMPAIGN
OF EQUAL PROPORTIONS.

Prior to the introduction of DuPont HARMONY herbicide in 1989, controlling broadleaf weeds in wheat was anything but automatic. In fact, HARMONY was so effective that the only weed control option that could make weed control more worry-free hadn’t been invented yet. The first of two spread launch ads, featuring a futuristic illustration of the weed sweeper of tomorrow, was followed by a dimensional direct piece to farmers with a battery-powered vacuum for electronic equipment as a premium. The second of two spread launch ads, featuring a futuristic illustration of the robot weed muncher of tomorrow, was followed by a dimensional direct piece to farmers with a battery-powered remote control toy robot as a premium. The two farmer direct mail pieces, generated a whopping 34% response, and the campaign as a whole resulted in a 23% increase in sales.

Categories
WordPress Theme built by Shufflehound. © 2017 Doug Potter Copy Creative Direction