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The Assignment: Central to the creation of a direct mail program for one of Chevron Fertilizer's most important products - CAN 17 liquid fertilizer - was the creation of a powerful product positioning, or, benefit statement. We carefully reviewed all existing product literature and got to know the product well. Additionally our challenge was to get the dealer's attention, with a unique direct mail program and to create a program that would be motivating enough to increase dealer participation in co-op advertising. The Solution: We were so impressed with the unique characteristics of CAN 17 liquid fertilizer that the positioning statement just about fell in our laps. For growers the measure of the product was simple. "The Proof Is In The Harvest". The statement is powerful, accurate and relates to the grower on a very personal level. Above we show the program designs for the main grower categories which feature the positioning statement as a significant design element. To view the rest of the CAN 17 program follow this link. |