Developing a breakthrough campaign and digital tools for PMPs
BAYER ENVIRONMENTAL SCIENCE PRODUCT LAUNCH CAMPAIGN
Positioning Polyzone vs. Microcaps.
When Bayer prepared to launch Suspend Polyzone – one of the first liquid formulation innovations in the general insect control category in some time – it needed a breakthrough approach that could clearly communicate the polymer technology and its superior benefits over microcap technology, the predominant formulation at the time.
Launching Unstoppable Staying Power.
Global Prairie worked with the Bayer team to launch this innovation under the Unstoppable Staying Power campaign umbrella, creating years of campaign content and materials that emphasized the business and sustainability benefits of Suspend Polyzone’s 90-day residual control even in tough, wet conditions and as it secured new label expansions that extended its use from barrier treatments to mosquito control to food-handling areas.
Digital tools drive home benefits for PMPs and homeowners.
Key to the activation approach was the development of a digital learning module to educate PMPs on Suspend Polyzone, its differentiators, usage and benefits. Global Prairie also designed the app with content for PMPs to use with homeowner customers, explaining the safety and effectiveness of the product in and around their home. After years of promotion with this foundational strategy and content approach, Suspend Polyzone went on to become the fastest-growing molecule in the general insect control category.
