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  • 2 Revitalized Brands

  • 28 Countries with Campaign Access

  • 3 International Awards

The Advion family of brands from Syngenta Professional Pest Management are known around the world for their effectiveness in helping professional pest managers control nuisance insects in residential and commercial environments. 

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The Ask:

 Syngenta Professional Pest Management sought to accelerate sales of their flagship Advion Cockroach and Ant gel baits. The challenge was to reinvigorate the Advion gel baits using a new, more creative storytelling campaign. The campaign had to drive demand, boost loyalty, and provide scalable communication tools for local market adaptation—all while making the product’s unique mode of action clear and compelling.

Concepting

 When pests eat Advion gel baits and return to their nest, they contaminate other insects, starting a chain reaction that eradicates infestations. In other words, the insects are employed to eliminate other insects, hence the campaign headline, ‘Meet Your New Employee’. The concept transformed insects into metaphorical pest control staff members, which dramatized the unique way the Advion brands work.

Our Solution:

  • Fully Integrated Campaign: Unified messaging and the visual identity were used across paid, earned, and owned channels, supported by toolkits for local adaptation. We leveraged social media, a custom landing page, videos, advertising, and media relations to amplify reach across multiple channels.
  • Event Activations Across Europe: The campaign debuted at PestEx London with lifelike insect characters using movie-quality masks, photo opp sponsorships, and immersive booth graphics. Event activations also took place in Italy, Spain, Germany, France, Greece and Bulgaria. The campaign was also extended into the Nordics, the Netherlands, Poland and Hungary.
  • Sales Enablement: We equipped teams with product brochures, sales decks, and field materials to convert marketing momentum into measurable business outcomes.
  • Scalable Toolkit: G&S delivered adaptable templates for ads, social graphics, videos, brochures, and trade show assets to ensure consistency across markets. 

The Results:

  • Revitalized brand perception: Across European markets, the visual identity and messaging for the Advion gel baits became more distinctive.
  • Stronger awareness & recall: Markets reported lifts in aided brand awareness, as the “employee insect” metaphor became a talking point in industry circles.
  • Improved distributor relationships: Creating a campaign that connected with professional pest managers on an emotional level alongside the investment into a consistent Pan-European campaign resonated positively with distributors.
  • Campaign scalability & adoption: Multiple regions adopted the campaign smoothly, reducing creative reinvention and ensuring consistency.
  • Media & earned coverage: The novelty of turning insects into human-like characters attracted deeper press coverage beyond standard product coverage.
  • Industry buzz & shareability: The anthropomorphic insect visuals and character photo opps, along with the “Meet Your New Employee” headline, generated social media chatter, turning a technical product campaign into a conversation piece.
  • Award-winning campaign: This campaign was recognized with three international Platinum MarCom Awards for Product Launch, Ad Design and Trade Show Execution. 
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