AKC Marketing | Award-Winning Work | Pivot Bio On-Seed

The Challenge

Launching any new product comes with challenges, but introducing a technology that was the first of its kind required Pivot Bio to overcome two distinct hurdles.

First, PROVEN® 40 On-Seed needed to stand apart from Pivot Bio’s established in-furrow product without competing with or diminishing its value. Second, the campaign needed to distinguish “On-Seed nitrogen” from traditional seed treatments, an industry category that growers already understood.

The challenge was to introduce an entirely new way of thinking about nitrogen application, and make the concept immediately recognizable to growers.

The solution

We positioned Pivot Bio PROVEN® 40 On-Seed as a new category of nitrogen technology: nitrogen delivered directly to the seed.

To visually establish the product as something fundamentally different, we created a bold visual identity that broke from the traditional look of agricultural advertising. A bright blue background and a single corn kernel created an immediate focal point, while the headline “IT’S ON” incorporated the nitrogen symbol in place of the “N,” connecting the product directly to nitrogen.

A new way of thinking about Nitrogen

The creative also reframed the product from a traditional, defensive seed treatment into an offensive agronomic tool. Rather than simply protecting the seed, PROVEN 40 OS could help growers rethink how they supply nitrogen to their crops — potentially eliminating field passes and additional equipment while replacing conventional applications of anhydrous, UAN and urea.

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N easy comparison

The campaign reinforced that value with tangible comparisons: one pro box of PROVEN 40 OS could replace as much as five tons of urea, 1,700 gallons of UAN, or 1,200 gallons of anhydrous.

PIVOTBIO_1175_On-Seed_Probox_Messaging

65

%

Increase in sales

200

%

Increase in search traffic