Rhone-Poulenc is a leading manufacturer of agricultural herbicides, pesticides and fungicides.

The following ad was produced for Mocap®, a maturing product in the tobacco market.

Mocap has been slowly losing marketshare to more advanced products with a wider spectrum of efficacy.

Its patent for application on tobacco will be expiring soon and sales have been hit hard by tobacco legislation.

As a result, maintaining top-of-mind awareness is crucial for this reliable, aging brand.

Backing up this ad is a direct mail campaign "Deputizing" the growers in the fight against tobacco pests.