Title: Weed it and reap: how Resolva 24H took control of the weedkiller
Authors: Helen Davies, Peter Harris, TBWA/Manchester
Media used: TV
In a nutshell
An animated TV campaign that brought consumers' feelings of annoyance towards garden weeds to life was responsible for 59 per cent of annual sales.
Summary: This paper demonstrates how a campaign with a limited budget, focused on effective TV advertising, successfully launched Resolva 24H. The weedkiller market, although mainstream, is a relatively small category in gradual decline. Faced with strong competition and being late entrants into a highly seasonal market, this brand challenged the conventional category approach by thinking disruptively and dramatising a new insight into the category, with which consumers readily engaged. The creative brought the consumers' feelings of annoyance towards garden weeds to life through an animated TV campaign. As a result, the campaign was responsible for 59 per cent of annual sales.
Judge's comment: The Resolva 24H case study is a worthy case that had great insight and took on the brand leader very well to produce remarkable results.
- Jennelle Tilling, vice-president of marketing UK and Ireland, KFC, Yum! Restaurants International.