Subject Index
 

In 2002, Monsanto launched a new campaign for their weed-killer, Roundup. While other brands pussyfooted around the subject, BLM’s ads were straight talking. Roundup was a killer, and BLM weren’t afra ...

This case tells how in two years, Roundup attained dominance in the weedkiller market, and went from a failing outsider to market leader. In doing so, it delivered: an 85% sales lift in year one; the ...

At the start of 2001, Flymo, a market leading brand, was under threat from a number of sources. ‘Hover collect’, a category Flymo had invented, had lost over 25% of its market share. Lack of brand sup ...

TV campaign for Weedol weedkiller, based on the insight that for gardeners, zapping weeds (which they hate) is enjoyable. Brief evidence of good tracking and PR results. Silver and special prize for b ...