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Luna
With Luna, Money Really Does Grow on Trees

RAN IN: United States

CLIENT
Bayer CropScience

Melissa Chu - Mktg. Comm. Manager
Herbert Young - Luna Project Manager

AGENCY
BBDO Atlanta *Lead Agency

Gill Duff - President, CEO
Jeff Beamon - VP, Acct. Director
Peter Bunarek - SVP, Group Acct. Director
Helen Lauen - Sr. Planner
Courtney McCalden - Jr. Planner
Cabot Norton - SVP, Executive Creative Director
Tessa Rogers - Sr. Acct. Executive


Porter Novelli

Tom Donohue - SVP


LBi


SUMMARY

In 2012 Bayer CropScience launched a new fungicide, Luna, which could prevent and control a myriad of diseases in valuable horticulture crops. The challenge was convincing skeptical growers, who typically stick to the tried and true, that Luna was better than the long-standing market leader. And we had to do this without triggering their aversion to traditional advertising and its claims. By introducing Luna with a refreshing personality, we were able to grab growers attention and exceed sales goals by more than 80%.

CASE VIDEO


Hero Medium: Print

Medium Featured On Video: Interactive, Print, OOH, Events, Sponsorship

Objectives: Brand launch

Type: Business-to-Business

Classification: Regional

Language: English