We were asked to create a campaign across TV, In-store POS and Digital channels that would position Weed Weapon as the ultimate weed control solution for Kiwi gardeners who love their gardens, but hate weeding. The campaign "However you weed, Weed Weapon" was centred around three tongue-in-cheek archetypes, and used humour to convey the product efficacy, ease of use and the variety of the Weed Weapon range.
We created three archetypes to help tell our story: the "Weed Warrior", a mild-mannered, middle aged woman waging a personal war on weeds; the "Sunday Sprayer", a 'less is more' kind of guy who uses his ingenuity to avoid the jobs we all hate; and finally the "Nature Lover", an ardent plant devotee whose passion for plants is matched only by his penchant for an oddly endearing seated form of Tai Chi.
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