TULSA, Okla. – BASF introduced Clearcast® herbicide earlier this year, a product designed for the Professional Vegetation Management Aquatic market. Clearcast targets floating, emerging and shoreline weeds without harming desirable plants and wildlife, making it ideal for aquatic areas that support wildlife habitat, fishing and other recreational activities. Winnercomm supported the brand launch with an integrated campaign that included product branding and logo development, targeted advertising in trade publications, direct mail, and web and email marketing.

The Clearcast brand positioning is centered on the herbicide's ability to selectively eliminate problem vegetation in recreational areas, and is reflected in the product name and logo-turned-fishing lure. Most recently, Winnercomm developed and launched a drive-to-web promotion designed to extend the brand introduction through the latter part of the year. ProVM customers who register online are eligible to receive a limited edition, custom-designed Rapala® fishing lure, branded with the Clearcast logo. A custom micro site was developed to manage the promotion, which was supported with direct mail and email marketing.