Launching a new global seed brand across europe

Developing a launch creative platform and key visual iconography to provide emotional engagement, competitive standout and consistency for the brand across Europe.

The business challenge

New brands that feed the world don’t come along very often. That’s why when we were asked to launch a new global seed brand across Europe, we needed to think big. Formed from the merger of Dow with DuPont, Corteva Agriscience™ , is one of the largest agriscience corporations in the world. They know seeds and they know farmers. But what they needed was to make a success of their new global portfolio.

• Our brief was to introduce France, Germany, Russia and Ukraine to the new Seed Brand Brevant ™, and to create distinctive communication with universal appeal for the new brand and make a powerful offer directly to dealers.
  
• Corteva is growing its seed portfolio with the launch of the new Brevant™ brand to complement its market leading Pioneer® brand. The new creative platform needed to create clear differentiation for Brevant™ from Pioneer® and to engage both the key network of distributors who sell the portfolio and to motivate the end users, Farmers.
  
• Our creative strategy was fourfold: First, identify a creative territory that would generate an emotional response. Second, the brand had to play a central role in evoking the emotion in a credible way. Third, the brand had to have distinctive and iconic assets. Lastly, the brand offers a clear means to end for the farmer and the distributor.

The response

We uncovered a crucial insight: farmers' emotional attachment to the seeds they sow, given the high stakes involved in their decision-making process. Based on this, we developed a creative platform with the tagline "If you love seeds, you'll love Brevant”, granting us the freedom to use powerful iconic imagery like the heart formed by cupped hands, already recognized and embraced in France, Germany, Russia, and Ukraine.

Moreover, we ensured maximum engagement in each market through a rigorous transcreation process for the tagline. The new creative platform was then launched through an impactful film, showcased on microsites, and extensively used in PR, Dealer, and Farmer Launch events, thereby successfully establishing Brevant™ as the emotionally compelling choice for farmers