Deeper dive: Corvus

I’ve been fortunate to help build category-leading brands in agriculture for Case IH, Pfizer, Bayer CropScience, FiberMax seed and many more. For Bayer, our team came in mid-life cycle on the Balance brand, the flagship product in the hyper-competitive corn herbicide category. Our “Recharge” campaigns helped drive sales up 45%, then sustained growth with an innovative peer-to-peer endorsement approach. We followed through by launching the successor product, Corvus. It became the fastest-growing brand in its category, and remains strong today.