When Dow and DuPont merged their agriculture businesses to become Corteva Agriscience it was critical that this new brand made an impact and did not lose the brand equity that had been built by its parent companies. Corteva needed a regional brand launch that made an impact, establishing the new company as a market leader.
We developed an engaging narrative supported by a suite of assets that brough to life the APAC angle, built Corteva employees as brand advocates, told an engaging consumer-facing story through strategic media outreach; and leveraged the International Rice Congress to build face-to- face relationships with stakeholders.
This approach enabled us to build the Corteva brand through external channels in the lead-up and post-launch event whilst turning the company’s 2,800 regional employees into brand ambassadors.
An award-winning campaign that resulted in:
135,000 impressions generated
from our social media activity
73 stories in tier one media with coverage reaching 54 million readers
60 regional and global media attendees to our press conference
22,000 views on the leadership
87 priority stakeholders attended
the VIP launch
2,000 launch event attendees