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

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.

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