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Omni-Channel Campaign

Delaro 

Raising the Bar in the Fungicide Category

 

Situation

Bayer was looking to rejuvenate and grow the fungicide category. With limited differentiation
or new products, the category had become stagnant. Bayer decided to stand out with the launch of Delaro, a new premium fungicide. The challenge was to connect the premium fungicide with progressive growers who are interested in new product offerings but might not have fungicide use top of mind.

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Solution

Through in-depth positioning research, we learned that growers always strive to do their best and believe Delaro is a tool to help them achieve their goals. The “Personal Best” positioning was brought to life with the “Raise the Bar” omni-channel idea.

Results

19%

YOY Category Sales Growth in 2018

73%

Exceeded Growth Goals

  • The omni-channel plan achieved 19% Year Over Year sales growth for the Bayer corn and soy fungicide category, exceeding growth goals of 11%
  • Reached a new premium target without cannibalizing other Bayer fungicides