How Contagion launched Weed Weapon which changed perceptions to grow the entire category
Case Study: Contagion New Zealand was tasked with launching a new weed killer for a little known brand called Kiwicare.
Their target was the domesticated man. While he might help out with the washing, change nappies and cry during The Notebook, in his mind he’s still all action.
80% of purchasing decisions are made in store so the agency needed to do something attention grabbing on shelf. They took a boring yellow prototype and manned it up. They named it, designed it and broke the mould by putting a fully functioning gun on it.
In a country with even the police aren’t armed, guns aren’t seen as encouraging violence but more the prop of an action hero. TV launched the gun bottle with a parody of an iconic movie scene, instore posters became a shooting range and plant tags became weed tombstones.
The limited edition bottle sold out in a week nationwide. It’s changed perceptions and has grown the entire category. Finally, an emasculating chore is something men want to do.
9 Comments
WOW that’s amazing. So clever. Go Contagion.
Smart. This is the sort of thinking that clients are really looking for. it could easily lead to more clients.
Please stop posting award entry documents.
get some round up onto that shit you wooses
What utter nonsense.
Would love to know the cost of the creative vs the profit generated in sales.
Was it value for money… errr… Kiwicare?
Great idea!
And I really want one of these! Awesome idea
Err, didn’t the ad launch with the gun and the feedback was ‘why don’t they sell the bottles with the guns’ because they weren’t. Enter an opportunity to do ‘limited edition bottles’ which then sell and had the cut through?
Umm… isn’t growing the category a strategy best employed by the category leader? Instead of the category’s smallest player?