Roundup Weedkiller: Making a killing

In just two years, Roundup used killer insight to conquer the weedkiller market, and went from a failing outsider to market leader. In doing so, the campaign delivered an 85% sales lift in year one and the five-year plan in two years. Payback was immediate with over $1m of additional net profit in year two. This success was achieved despite having no advantage in any part of the marketing mix aside from advertising