Storen® Launch
integrated ad campaign
The Challenge:
Declining weed control performance is a major frustration for farmers. Aggressive, herbicide-resistant weed species can quickly overtake farm fields and reduce their crop’s yield potential. Enter Storen®, a groundbreaking new corn herbicide technology from Syngenta. To bring this stronger, longer-lasting herbicide to market, we needed to clearly communicate Storen’s differentiated performance while building enough trust and confidence to motivate risk-averse farmers to make the switch — especially when data and testimonials from other farmers weigh so heavily when making input decisions.
The Insight:
For farmers, success is visible: clean rows mean their herbicide is working. Weed-free fields aren’t just aesthetically pleasing — they represent top-tier performance, confidence, and peace of mind throughout the season, knowing their yield potential is protected and their product investment was worth it.
The Idea:
Focus on the clearest proof of herbicide performance: visibly clean corn rows. This concept was built around a simple, strikingly weed-free corn row visual, paired with a direct, benefit-led hero headline to translate Storen’s technical innovation into an outcome farmers could immediately recognize and trust. A viewfinder-style graphic further emphasized clarity and control, showing a crisp, clear field within the frame while the surrounding area appeared blurry — symbolizing how ineffective weed control can cloud a farmer’s view of success and how Storen brings clarity back to farm fields.
The Execution:
We implemented a multi-channel rollout designed to make Storen’s value proposition instantly recognizable to growers wherever they encountered the brand. A bold clean-row visual and our CLEAN ROWS, CLEAR RESULTS headline anchored all creative, ensuring consistency from awareness through launch. Video and radio spots introduced the product and its long-lasting control, while print ads delivered high-impact visuals that farmers immediately connected with. Digital display and paid & organic social extended our reach with teaser content, launch messaging, and educational support to drive retailer conversations and product consideration. Storen was also featured prominently at several key trade shows.
The Impact:
The initial response from our target audience in the Corn Belt was massive. Farmers heard the radio spot while harvesting on the combine or saw the ad in ag publications and immediately called or stopped by their retailer (with the print ad in hand!) to ask for Storen for the upcoming season, and we saw an unprecedented level of engagement and interest online and within the ag community.
Following this strong early adoption, we built a supporting campaign — the Storen Satisfaction Program — to capture grower testimonials and their real-world results. These compelling stories were incorporated into follow-up marketing efforts to reinforce credibility, validate performance, and sustain momentum beyond Storen’s initial launch. The client was truly blown away by the performance of both campaigns, and the resulting product sales cemented Storen’s early success.
