The Opportunity
For the past three sales seasons, Pivot Bio only had one product to offer our customers, Pivot Bio PROVEN® 40. The only way a grower could use this product was if they had in-furrow capabilities. For the 2023 growing season Pivot Bio launched a new product similar to Pivot Bio PROVEN® 40 except this product applies the nitrogen a grower needs directly to the seed. The new product is called Pivot Bio PROVEN® 40 On-Seed, PROVEN® 40 OS for short.
The Implementation
There are many challenges when launching a new product. This is especially true when the new product is the first of its kind. The main challenge of introducing Pivot Bio PROVEN® 40 OS was twofold: Differentiating it from the in-furrow product that has been firmly established without detracting from said product and separating the idea of On-Seed nitrogen from industry-standard seed treatment.
Through print ads, digital banners, t-shirts, booth designs, social media campaigns, emails and radio, the idea of On-Seed was presented to the grower, not as a defensive product as seed treatments generally are, but as an entirely new “On-Seed” product, one that was more kind in nature. With this product, which can be added to farmer’s corn seed, not only can farmers eliminate field passes and extra equipment, but also replace anhydrous, UAN and UREA applications. In fact, one pro box of Pivot Bio PROVEN® 40 OS can replace as much as 1,200 gallons of anhydrous, 1,500 gallons of UAN or five tons of UREA, all of which is highlighted across these communications.
