The Next Big Thing - XtendFlex Product Launch
Boldly Announcing the Next Big Thing in Soybean Technology
For years, the RoundUp Ready Xtend Crop System has delivered proven performance and compatibility with highly-effective weed control. However, as weed pressure increases and more products become available, farmers are looking for flexibility in their choice of herbicide.
With the launch of XtendFlex Soybeans, we needed to tap into this desire for flexibility and get farmers excited to plant the NEXT BIG thing in soybean technology — the world’s first soybeans with triple tolerance to glyphosate, dicamba, AND glufosinate. A co-ordinated campaign teased the Next Big Thing was coming, then unfolded with announcements featuring bold headlines and an optimistic new look.