Branding
A slogan to capture the essence of a new plant breed
Develop the slogan for a new type of sugarbeet seeds which have been bred to resist viruses that threaten the crop and therefore the income of the sugarbeet farmers growing them. In some ways, the function of the new breed can be compared to an inbuilt insurance.
What was the main challenge in this project?
Find a combination of words that captures the benefits of the new breed and highlights the positive effects - while not overpromise or mislead in any regard.
What was your solution or approach?
A short slogan with a simple anaphorous pattern to make it more memorable. The words are very simple and accessible, yet attractive. They can be used in a score of markets where English is not the native language of farmers:
Minimise risk, maximise performance.
What was the outcome or impact for the client?
An efficient communication tool to mark seeds with strong virus yellows tolerance. It supports the marketing of the seed feature VY Protect.
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