Weed Weapon: Product Launch

Contagion New Zealand was tasked with launching a new weed killer for a little known brand called Kiwicare.

Their target was the domesticated man. While he might help out with the washing, change nappies and cry during The Notebook, in his mind he's still all action.

80% of purchasing decisions are made in store so the agency needed to do something attention grabbing on shelf. They took a boring yellow prototype and manned it up. They named it, designed it and broke the mould by putting a fully functioning gun on it.

In a country with even the police aren't armed, guns aren't seen as encouraging violence but more the prop of an action hero. TV launched the gun bottle with a parody of an iconic movie scene, instore posters became a shooting range and plant tags became weed tombstones.

The limited edition bottle sold out in a week nationwide. It's changed perceptions and has grown the entire category. Finally, an emasculating chore is something men want to do.