DuPont HARMONY Herbicide Dealer Support Campaign
GROWING THE HARMONY BRAND WITH A MORE COMPETITIVE, BOTTOM LINE ARGUMENT.
Two years after the successful launch of DuPont HARMONY herbicide, economic pressures facing wheat growers, combined with aggressive pricing by competitors had begun to erode market share. This money-driven direct campaign, with premiums, made the case for more expensive HARMONY actually being the most cost-effective choice. The 27% response to dealers and 5-point bump in market share proves it worked.