Touchdown Sticks!

Touchdown is a premium brand of glyphosate manufactured by Syngenta Crop Protection Canada. Touchdown competes in a very crowded category – there are 25 major branded and generic glyphosates available in Canada.

Touchdown Sticks!


Business Results Period (Consecutive Months):

February 2007–July 2008

Start of Advertising/Communication Effort:

February 2007

Base Period for Comparison:

2005–2006 growing seasons

“A rose is a rose is a rose.”

When Gertrude Stein made that declaration at a literary soiree in the modernist Paris of early 1900s, Canadian agriculture, crop protection and the commodization of glyphosate technology were the furthest from her mind. Yet, a hundred years, scores of scientific discoveries, and billions of tons of glyphosate tolerant crops later, Canadian farmers were paraphrasing her wisecrack – “a glyphosate is a glyphosate is a glyphosate.”

Glyphosate is...

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