Roundup Weedkiller: Making a killing - IPA Effectiveness Awards Case Study 2005

Brief Description: From 2002, Roundup began promoting the benefits of weedkiller with straight-talking advertising, taking it from a failing 3rd ranked outsider to the undisputed market leader in volume and value. Advertising in its first year helped grow the market by nearly 50% and delivered an 86% rise in volume sales. This was despite that fact that Roundup was a very young brand costing 43% more than the advertised competition. TV advertising drove down the perceived effectiveness of the competition and made Roundup the No.1 for key weedkilling properties. In doing so, it has delivered $19m additional sales and millions of extra profit ;---(TAGS)--- Full Title: Making a killing. How advertising delivers profits for Roundup Weedkiller ; Number: 2005/09 ; Brand Name: Roundup Weedkiller ; Client: Monsanto ; IPA_ProductCoding: Gardening products (Garden chemicals) ; Agency: BLM Media ; Author: Guy Abrahams, Kate Williams ;