Title | WEED WEAPON |
Brand | KIWICARE |
Product / Service | HOUSEHOLD GOODS |
Category | A03. Best Product Launch/Re-launch/Shopper Marketing |
Entrant | CONTAGION Auckland, NEW ZEALAND |
Entrant Company | CONTAGION Auckland, NEW ZEALAND |
Advertising Agency | CONTAGION Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Jodi Hari | Freelance | Agency Producer |
Dan Higgins | Curious Films | Producer |
Tammy Davis | Curious Films | Director |
Matt Noonan | Curious Films | Executive Producer |
Shane Radford | Freelancer | Manufacturer |
Dean Taylor | Contagion | Ceo |
Emma Woods | Contagion | Client Partner |
Phila Lagaluga | Contagion | Designer |
Verity Dookia | Contagion | Creative |
Dan Walton | Contagion | Creative |
Bridget Taylor | Contagion | Creative Director |
Kiwicare is a little known New Zealand company. They created a new weed weapon product and needed to launch it in a very boring and hugely rational category. The agency was tasked with naming the product, designing the bottle and launching it to the nation on a relatively small budget. Kiwicare wanted an idea the domesticated male could relate to and a product he would want to pick up. As 80% of buying decisions are made in store, we needed a promotion that would grab men’s attention at the point of purchase and trial the product.
We took a boring yellow prototype and manned it up. We named it Weed Weapon, designed it and put a fully functioning gun on it. Our Weed Weapon product literally became a weapon against weeds. TV launched the limited edition gun bottle, the bottles were our instore ad, instore-posters became an interactive shooting range and plant-tags became weed tombstones point of sale. An emasculating chore was now something men wanted to do.
It’s no exaggeration to say Weed Weapon was a game changer for the Kiwicare business. Not only did the limited edition bottle sell out in a week nationwide, all the Weed Weapon products flew off the shelves. In half the time, Kiwicare doubled their target and cemented Kiwicare’s position as an innovative leader within the category. It’s changed the way people kill weeds now because an emasculating chore was now something men wanted to do.
This idea stemmed from the fact that Weed Weapon is so strong and powerful, it doesn’t just kill weeds, it annihilates them. This product truth was then twisted into something that would grab our target’s attention. Against a backdrop of tame green and yellow competitor packs, everything about the name, packaging and advertising was designed to break through and engage the male shopper where he made his decision – instore.