Case Study: Syngenta protects Miravis Neo's premium position with Neo Surge by G&S Business Communications

Case Study: Miravis Neo Surge

The customer, Syngenta, faced a significant challenge when a competitor drastically cut prices for its fungicide product, Miravis Neo, right before a critical grower purchasing window. The threat was a market-wide shift from valuing product performance to focusing solely on price. G&S Business Communications was engaged to help defend the premium brand's position and reinforce confidence among growers, retailers, and the sales team.

G&S Business Communications developed and executed the "Neo Surge" campaign, a fully integrated marketing solution that used high-profile event activations, targeted paid media, and extensive sales enablement tools to shift the conversation back to performance and value. The vendor's campaign delivered over 17 million targeted impressions, exceeded all engagement benchmarks, and generated 276 qualified leads. It successfully shifted conversations from price to performance, strengthened retailer confidence, and protected the brand's premium value, with Syngenta electing to extend the campaign beyond its initial run.

Syngenta