Launching a new brand when global giants merge.
International brand leaders benefit from strong recognition and a loyal customer base. People know who they are, what they sell and where to find them. So, what happens locally in Australia when global giants merge and rebrand?
In 2019, Dow AgroSciences, DuPont Crop Protection and Pioneer Hi-Bred merged to become the biggest pure-play agricultural company in the world – Corteva Agriscience™.
The new company, built on proud heritages, had a new purpose – to innovate and lead the entire agriculture community towards better, more sustainable outcomes across the planet.
Within Australia, the merger called for a brand strategy to introduce the single face of Corteva Agriscience™ to the local market, while also preserving the deep connection between loyal customers and proven products, and establishing the new company’s sustainability focus.
Project Goals / Challenges
Freckle was engaged to develop and deliver a campaign to introduce Corteva Agriscience™ into Australia’s $11.7 billion horticulture industry, before the official global company spinoff in 2019.
The first Australian appearance of the Corteva Agriscience™ brand was to occur at the largest horticulture event in the southern hemisphere, Hort Connections 2018, where Corteva had booked a stand and was sponsoring the ‘Young Grower of the Year’ Award.
Our mission for the launch campaign was two-fold: To build awareness of the new brand and the strong product portfolio that would sit under that new brand, and establish Corteva Agriscience™ as a horticulture innovation and sustainability leader.
Our Approach
The Freckle team started with a seed of an idea – cultivating a ‘Growers alliance with science’ – to champion farmers, support IPM and nurture sustainable agriculture.
Our creative strategy grew to showcase Corteva Agriscience’s vision of partnering with growers to provide products that meet their needs and ensure healthy, viable and profitable agricultural practices.
Nature and beneficial insects featured prominently in our design, promoting Corteva’s commitment to IPM and maintaining a healthy agricultural ecosystem. The messaging introduced a new, future-focused company, with the dependability of proven heritage brands.
A striking exhibition stand was created to capture the attention of the target markets and a suite of new print and digital collateral was developed to engage and convert. A PR strategy was also formed to maximise Corteva’s participation in the exhibition and their sponsorship of the ‘Young Grower of the Year’ Award.
Strategy and Planning
Creative Direction
Art Direction
Copywriting
Exhibition Stand
Public Relations
Event Management
Microsite
Partnerships
Campaign Elements:
The Result
Corteva Agriscience’s launch at Hort Connections 2018 was hugely successful.
At the conclusion of the event the campaign goals were exceeded, and all target audiences recognised the new Corteva Agriscience™ brand as a market leader in IPM.
Following the launch, Freckle has continued to deliver a range of campaigns for Corteva, including product promotions, community campaigns, guides and manuals, and exhibitions and events.
Highlights:
Database developed
Networks established: Corteva community created of key industry influencers and the ‘next generation’ of thought leaders for the horticulture sector (young growers).
Media coverage: Delivered 120+ media items across Australia reaching approx. 900,000+ people