ATLANTA Bayer Advanced has launched a national campaign for its PowerForce brand. Two new spots from BBDO Atlanta, which began airing this month, promote the lawn and garden product manufacturer's weed and insect killers.
The commercials, playing on HGTV, the History Channel, the Weather Channel, ESPN, ESPN2 and Fox News, follow television and print ads produced earlier this year for Bayer's fertilizer products. According to the Omnicom shop, the new effort shows the ease of use and effectiveness of Bayer's products while raising consumer awareness and increasing market share.
"Our goal was to build on the momentum of earlier work and showcase Bayer's products in humorous, engaging ways," said Bill Pauls, executive vice president and executive creative director at BBDO.
In "Referee," a homeowner discovers a weed and kills it with Bayer Advanced PowerForce. Seconds later, a referee jumps out and performs a count over the fallen weed, declaring the match over and the homeowner the winner. The ad ends with Bayer's tagline, "Better thinking. Better results."
"Sleepless Night" shows a pajama-clad homeowner on his lawn in the middle of the night. He holds up a bag of PowerForce multi-insect killer in a silent threat that silences the bugs. This spot also ends with the tagline.
Directed by Douglas Avery of Villains, Los Angeles, the TV campaign is supported by print ads in Southern Living, Sunset and Garden Compass magazines.
Campaign spending was undisclosed, but sources show that Bayer's billings have decreased in the past three years from nearly $12 million to less than $3 million.
According to BBDO president and chief executive officer Chris Hall, the creative messages will attract the attention needed to make Bayer Advanced a serious category player against competitors Spectracide and Scotts. "We are staying true to the brand and making consumers take notice of these highly effective products," Hall said.
In its first television campaign in five years, work for Scotts by The Wolf Group in New York introduces celebrity spokesperson John Schneider. The 15-week campaign is airing on cable networks and promotes three of the company's weed- and pest-control products. Scotts recently celebrated its Turf Builder's 75th year as part of a $30 million media spend for its lawn care line.