Strategy

"Farmers fight a constant battle in their fields. The strategy was to recognize their war in a way that rallies them to keep fighting," says Sydney Giffen Norton of the Martin Agency. "We wanted Capture insecticide to stand for hope and empowerment and to reinforce their survivalist instinct."

Through creative graphics, FMC wanted to give farmers the message that Capture could protect them from Mother Nature and preserve the profitability of their farms. The strat egy, says Giffen Norton, was to come on strong "in a smart way." Recognizing that farmers often feel at the mercy of the environment, Capture was to symbolize giving them back some control.

Simultaneously, they wanted to inform the dealers about the product in order to to ensure that when farmers went into the store asking about Capture, they got it.

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