A "compare and contrast" ad for a
highly technical product in a
very low interest category.
Problem:
Create interest, and generate qualified sales leads in a low interest product category: inorganic soil amendments, for golf course superintendents and turf professionals.

Solution:
An advertising strategy that draws interest to the category. Compare and contrast with the leading competitor to raise awareness of the category and stimulate interest.

Results:
Helped establish brand awareness and change perceptions in the marketplace; sales doubled in 12 months.