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 … read morewashing, 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.
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