Launching a new global seed brand across europe

Launching a new global seed brand across Europe

Creating an emotionally resonant creative platform and a captivating tagline while engaging distributors and farmers.

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

"The Jellyfish's team have helped us develop an outstanding European creative platform that has led to the successful launch of Brevant™ in all our key markets. Jellyfish provide strong strategic and executional support for Brevant™, both at a central and local market level. We thoroughly enjoy our collaboration and appreciate the support and expertise Jellyfish provides."

Etienne Bouquet - Associate Marketing Director, Corteva Agriscience™, Agriculture Division of DowDuPont.

The success measures

Our new creative platform has achieved significant impact in the launch of Brevant™ across its key markets. With successful launches already completed in four key markets, we have plans for further expansion into other European markets using the same platform.

Brand consistency is ensured through our Communications Toolkit, which delivers all key visuals transcreated for each market. This consistency has been instrumental in establishing a strong brand presence.

The platform's execution has been comprehensive, covering multiple communication channels such as video, digital, print, OOH (Out of Home), in-field, and event collateral. This wide reach has allowed us to effectively engage with our target audience

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