Agency: BLM Media Authors: Guy Abrahams and Kate Williams

Roundup Weedkiller – Making a Killing. How Advertising Delivers Profits for Roundup Weedkiller

INTRODUCTION

From 2002, Roundup began promoting the benefits of weedkiller with straight-talking advertising, taking it from a failing third-ranked outsider to undisputed market leader in volume and value (Figure 1).

This new Roundup advertising:

  • helped grow the market by nearly 50% and drove an 86% rise in volume sales (Figure 2)

  • delivered Roundup's five-year plan by 2003 and nearly doubled targeted sales by 2004 (Table 1 and Figure 3)