RoundUp: Think About…

The Situation: RoundUp had been receiving negative press, and that negativity was affecting the sentiment of their brand. To solve the issue, they wanted to refresh their brand campaign to show the emotional benefits of the product.

The Insight: Weeds are annoying, but people usually only think about them when they’re using their outdoor space. But in 2020 people spent more time on their patios, using their decks and in their backyards than they ever had before (thanks COVID). Because people spent so much of their time using their outdoor space, they spent way more time constantly thinking about annoying, frustrating weeds than they ever had before.

The Strategy / Brief: Prove to people that when they use RoundUp, they’ll finally be able to stop constantly thinking about those annoying, stubborn weeds.

The Creative Platform: Think about what you could think about when you’re not thinking about weeds.

The Results: Showcasing the mental relief RoundUp can give consumers worked. RoundUp sales continued trending upwards reaching +13.5% and best of all, their brand likability improved, receiving the highest brand sentiment since 2017 (a year before the negative press began).

__________

Agency: MullenLowe

Role: Group Strategy Director

Year: 2021