Dow AgroSciences

Challenge:

Launch ‘Crusader’, a new herbicide brand, into the Australian market and gain market share.

Strategy:

Development of a ‘knight’ character and artistic style that is unique in the market and provide touch points for consumers and resellers.

Result:

Within 2 years, ‘Crusader’ has become a dominant brand in the post emergent herbicides and the ‘knight’ is well known throughout the industry.