From Molecule to Market: Launching BASF’s Prexio® Active and Regional Brand Valexio® Insecticide
BASF GLOBAL INSECTICIDES
BASF Global Insecticides is preparing to launch a powerful new insecticide in Asia. Prexio® Active is an innovative molecule with a sophisticated mode of action that targets pests feeding on rice crops. This launch is notable for several reasons—most importantly, it marks BASF’s first insecticide molecule dedicated to Asian rice farmers. Additionally, the launch involves multiple complexities. The product will be introduced in three main countries, each with significant differences in launch timing, farming methods, pests controlled, and regulatory environments.
The Global Insecticides team enlisted Global Prairie to develop a cohesive positioning that could be tailored to reflect Prexio Active's performance in different regions. Global Prairie was tasked with developing a full suite of compelling marketing communications materials and key brand assets to support this global launch. The purpose of these materials is to educate and excite BASF employees about the new active ingredient and build awareness with customers, partners, and key influencers, paving the way for the subsequent launch of Valexio® Insecticide – powered by Prexio Active, the product brand for China and India.
Insights Gathering and Technical Expertise:
Working collaboratively with the Global Insecticides team, we gathered insights from key subject matter experts to deeply understand the nature of the product and the nuances across geographies. We conducted nine in-depth interviews with technical experts and marketing leads across Asia and assessed technical briefing documents.
Strategic Foundation:
The insights we gathered informed the development of the Brand Value Proposition (BVP), tailored for the three focus countries—China, India, and Japan. We worked diligently to gain alignment on this BVP with key stakeholders across Asia. Given time zones and language barriers, our team was strategic in our approach to ensure the process was thoughtful, thorough, and timely. With insights from our research and the BVP in hand, we developed a Message House crystallizing the key messages supporting Prexio Active's positioning.
Bringing Strategy to Life Through Creative
Once the strategic positioning was solidified, our team brought this to life through foundational creative assets, such as the Prexio Active key visual. This key visual encompasses a holistic view of the primary positioning statements, benefits, and competencies that Prexio Active provides across markets and formulations. The creative team designed an arc—a culturally relevant symbol in Asia that poignantly mirrors the beauty and strength of the rice plant and highlights Prexio Active's key benefits.
After the Prexio Active key visual was approved, we developed the key visual for Valexio, the product brand that will be the first finished good powered by Prexio Active to launch in India in May 2025. The Valexio key visual functions as a sister visual to the Prexio Active key visual, reflecting the same creative territory while focusing on the positioning statements, benefits, and competencies applicable to the India and China markets.
Our efforts were met with high praise from BASF leadership. Tanja Rolletter, Team Lead Marketing Communications & Brand Management, Agricultural Solutions Division, remarked:
"Many thanks for all your thoughts and work that went into visualizing the Prexio brand. This guideline document is, from my point of view, a best practice example on how to best support the teams to visually communicate our new AI... Again, great job from my side!"
Equipping Stakeholders with Key Materials
Following the development of these foundational assets, our team is creating a marketing communications toolbox to equip key stakeholders to tell the Prexio Active and Valexio stories effectively. This toolbox will include an executive summary, technical presentation, Q&A, press release, website, and a technical sheet specific to India.
This product launch, with its many intricacies, is truly the type of project where our team thrives. In collaboration with the Global Insecticides team, we utilized our technical skills and insights to deeply understand the active ingredient and the farming contexts in which it will launch. This technical understanding enabled us to develop powerful strategic positioning and foundational assets that will allow stakeholders to cohesively communicate the impact of Prexio Active and Valexio across diverse markets.