"The Proof Is In The Harvest"
Chevron Fertilizer's Can 17 Promotional Identity

View additional components of the CAN 17 program.----View one of the alternate logo designs.

The Assignment: The assignment was to strengthen brand awareness by creating a two color CAN-17 t-shirt to be given to current product users. After a closer review of Chevron's goals we recognized the opportunity to achieve far greater results by creating a product promotion that would appeal to Chevron's independent dealers and current and potential customers as well. By reviewing all of the available CAN-17 literature we further identified one additional critical need. The need to create crop specific product benefit sheets that would relate to potential customers on a personal level. These sheets, available in the retail environment, communicated product benefits quickly and effectively. The Solution: Upon completion of our analysis the solution was obvious. Create an in-store product promotion that would appeal to A. the dealer and inspire them to participate in a co-op advertising effort: and, B. give current and potential new customers the incentive to get more involved with the product. Here's how we achieved these goals. 1.To get the attention of dealers who are bombarded by average looking product literature, we created the high visibility CAN-17 dealer promotion kit. Instead of the usual 9X12 envelope, ( that usually gets thrown in the trash), we sent a box with a minature wooden fruit crate. The promotional brochure on top made it look like a crate full of tomatoes. Inside was all the program literature and one of the series of beautiful crop specific T-shirts to be given out. These kits really got the attention of the dealers! 2.To get the attention of the customers we created in-store posters announcing free T-shirts, available in the design of "your choice" just for filling out a brief questioner. For the T-shirts we created beautiful full color illustrations and added a powerful product benefit statement, "The Proof Is In The Harvest" The crop specific benefit sheets, carried user endorsements & testimonials and had a space on the back for the sales clerk to write helpful tips for the grower. The questioners provided Chevron with a large new data bank of information on its current and potential new customers to later be used in a revitalized direct mail program. The Results: Dealer participation in co-op advertising increased as a result of the attention- getting direct mail program. The attractive consumer incentives and the effective new product sales sheets which made it easy for sales people to connect with potential customers on a personal level. The crop specific t-shirts increased brand awareness in the various growing communities.

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