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Rob Petrovich

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Roundup PowerMAX Herbicide

Assignment:
Create a campaign introducing a new agricultural herbicide that consistently kills even the most tough-to-control weeds.

Primary Audience:
Corn and soybean farmers looking to control resistant weeds.

Strategy:
Focus on the weeds that draw a strong emotional response from farmers: velvetleaf, lambsquarters, purslane, kochia and morningglory.