Our client, Syngenta has a history of leadership in the category of graminicide (grassy weed control) with industry leading brands that have provided a strong foundation for their business. Their product, Traxos, was originally introduced as a lower cost alternative for growers. By providing incredibly fast control of wild oats and sharp control of a broad range of grassy weeds, Traxos is now recognized as a high performance weed control. Syngenta wanted to retain and regain grassy weed control share in wheat and needed an optimal creative to deliver that message.