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The secret is out: brand image for Callisto Herbicide has long roots. (Best of show: advertising).
Compiled by Agri Marketing Editors
What do penicillin, microwave ovens and Callisto herbicide have in common? All were discovered by accident. The serendipitous finding that the Callistemon plant secretes a chemical that inhibits certain broadleaf weeds is the root of Callisto herbicide. It helped establish the brand, becoming the campaign's distinctive trail and winning the 2002 Best of Show for Syngenta, Greensboro, N.C., and its former agency, Bader Rutter & Associates, Brookfield, Wis.
"The unique story about the discovery of Callisto provided a basis for the development of its distinguishing brand image," says Janet Dinsmore, Callisto communications ...
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