With growing demand and ever more stringent expectations from consumers, farmers today are under pressure to produce more, in more sustainable ways. However, essential crops are under increasing threat from pests with growing resistance to existing controlling methods.
Syngenta had a technology that answered this need – but were missing a product brand that would reassure growers looking for reliable solutions to a broad range of pressing challenges.
What growers needed was evidence – evidence that Syngenta’s technology, PLINAZOLIN®, delivers. We built the PLINAZOLIN® brand on what made evidence of its efficacy unassailable: that it had been developed in close collaboration with growers themselves. We created a core idea, ‘360 Innovation – Inspired by You’, to bring to life how growers’ close involvement in development meant PLINAZOLIN® helped with all their needs: dealing with a range of harmful pests, flexible application timings, and longer intervals between sprays.
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