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What started out as a simple brief for a product ad, developed into a new brand positioning. A strategic idea that affirms the premium, leadership position Syngenta holds globally and in South Africa.

Most Syngenta products were coming out of patent and generics were starting to flood the market at hugely reduced rates. Syngenta needed to defend the technology, R&D and efficacy of their products vs these generics.

IDEA ENGINEERS set out to develop an idea that campaigns effortlessly across different opportunities for Syngenta, communicating thought leadership and innovation.

the challenge

Premium products under threat from generics.

the solution

Make the brand the active ingredient, along with the tech, R&D and

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