How Contagion launched Weed Weapon which changed perceptions to grow the entire category
Case Study: Contagion New Zealand was tasked with launching a new weed killer for a little known brand called Kiwicare.
Their target was the domesticated man. While he might help out with the washing, change nappies and cry during The Notebook, in his mind he’s still all action.
80% of purchasing decisions are made in store so the agency needed to do something attention grabbing on shelf. They took a boring yellow prototype and manned it up. They named it, designed it and broke the mould by putting a fully functioning gun on it.
In a country with even the police aren’t armed, guns aren’t seen as encouraging violence but more the prop of an action hero. TV launched the gun bottle with a parody of an iconic movie scene, instore posters became a shooting range and plant tags became weed tombstones.
The limited edition bottle sold out in a week nationwide. It’s changed perceptions and has grown the entire category. Finally, an emasculating chore is something men want to do.
18 Comments
Freakin’ awesome.
that weed gun is so much more impressive than walton’s guns
Side note and nothing to do with this article,
but is anyone else really over working in advertising (creative)? Is it fun anywhere anymore?
“They broke the mould…and put a gun on it” Ground breaking!
Yep, but I’m hiding behind a mask of affable co-operation and faux enthusiasm. Also, it’s still better than a real job.
Cantagion!?!? BAHAHAHA
CANTagion?!? Bahaha
Like this, another Auckland indy doing the biz. Chur!
Solid gold
I hear you. Should we all start a business together?
Maybe a barbershop on a bus to get you to work in the morning with a nice clean shave. … but I’m totally open to suggestions.
hey, this idea brightened my otherwise advertising hating day. nice one.
@overit people: yeah what’s with ad life sucking the big one? i don’t care what anyone says, spending all night writing a boring superannuation brochure, so i can make time in my schedule the next day to re-crack a tv idea for the 20th time because it died in research again, ain’t my idea of fun. oh hang on, what’s this? a friday arvo debrief that’s got a monday morning internal??
sure normal jobs are considered a little more dull. but my non-ad friends seem pretty relaxed, are earning decent coin, and have weekends and even time after work to do things.
bring on the next batch of award school cogs to wear out!
“Finally, an emasculating chore is something men want to do.”
Weeding is emasculating? Shooting weeds with a toy gun turns real men on?
Maybe in New Zeeelund!
This is a great business idea that rises far above the usual award BS. It shows the sort of thinking that could easily win you new clients, and I hope it does.
I do hope CB will not be posting too many award videos though. Please just show us the idea without bits ripped from movies.
New Zealand – where anything can be an ad because ‘nobody’s really looking’
and the police don’t carry guns because they can’t afford to.
…you mean Tim Sux.
Duckhead.
This is fun and cool and in any other country than NZ would end up on the impossible board. I’m surprised the client went with it, not because it wouldn’t work it’s arse off but A) because of gun crime and B) because any young boy would be keen to mess about with dangerous chemicals, possibly spraying someone or themselves. I want some though kudos and well done for getting the clients to run with it.
A bottle of toxic chemicals designed to look exactly like a child’s water pistol…
What could possibly go wrong?
“sure normal jobs are considered a little more dull. but my non-ad friends seem pretty relaxed, are earning decent coin, and have weekends and even time after work to do things.”
This is so true. It seems to be your whole life (social and work) needs, and is expected to, revolve around the all important world of advertising for you to enjoy it. And I really don’t think advertising is worth that commitment.
Anyone who still enjoys making other people money with your ideas care to re-inspire us to dedicate our lives to cars, biscuits or soft drinks?