ADAMA Brevis™ Launch Campaign

As regulatory pressure intensified around Carbaryl and growers faced increasing demand for sustainable production practices, ADAMA recognized a critical inflection point in the U.S. pome fruit market. Thinning programs were under scrutiny, both for environmental impact and performance consistency.

Growers needed a smarter, more predictable solution that would reduce labor dependency, preserve fruit quality and perform reliably across variable environmental conditions.

Brevis™, powered by Metamitron, presented that opportunity. With a novel, carbamate-free mode of action that mimics natural shading, Brevis™ selectively reduces lateral fruit while preserving dominant king fruit, improving size uniformity and reducing hand thinning labor by up to 40%.

The goal was to establish Brevis™ as the premium thinning solution at launch and position ADAMA as a forward-thinking crop load management partner, not simply a product supplier.

Strategic development was built around three defining insights:

• Growers demand consistent thinning across fluctuating weather patterns.
• Sustainability and residue reduction are no longer optional. They are competitive advantages.
• Ease-of-use and technical clarity accelerate adoption.

ADAMA brought in U.S. agronomists, consultants and leading producers early in the process to refine messaging, validate trial data and shape education materials. Rather than leading with chemistry, the team framed Brevis™ as a crop load management ally.

The launch strategy integrated BreviSmart™, a decision-support tool guiding optimal application timing. Education, regulatory readiness, retailer onboarding and field advocacy were aligned before product release to ensure rapid market confidence.

The goal was not just awareness; it was establishing authority and advocacy within the market.

The creative platform, “Get the Royal Treatment,” translated technical differentiation into a clear and memorable metaphor. The dominant king fruit became a symbol of orchard royalty: protected, elevated and optimized.

Visuals featured ruby apples crowned in regal iconography, reinforcing the idea that Brevis™ preserves the fruit that matters most.

Execution spanned an integrated suite of launch materials:

• Animated launch video
• Digital display, static and HTML5
• E-blast campaign
• Infographic
• Technical data sheet
• Sales and retailer PowerPoint toolkit
• Press release graphics
• Roll-up banners
• Print and trade materials

Each asset reinforced key differentiators: broad application window, temperature flexibility, OP-free formulation and compatibility with integrated crop load strategies.

U.S. efficacy trial data was included in launch materials, ensuring the campaign balanced creative impact with scientific credibility.

Despite receiving EPA approval midway through the application season, Brevis™ achieved 100% of forecasted first-year sales, effectively selling out in its inaugural season.

The digital display campaign generated 390,265 impressions and 455 clicks over three months in targeted growing regions, strong engagement within a highly specialized grower audience.

Retailer alignment and consultant advocacy accelerated adoption, supported by BreviSmart™ and compelling trial data. Internally, the launch was recognized as one of ADAMA’s most strategically prepared product introductions in recent years.

Brevis™ entered the market with momentum and converted it into measurable performance.

Brevis™ did more than fill a regulatory gap. It redefined thinning as a strategic crop load management practice. By combining agronomic science, digital decision support and emotional storytelling, ADAMA positioned Brevis™ as the new benchmark for sustainable, consistent thinning.

The campaign demonstrated that even in a highly technical B2B agricultural market, insight-driven strategy and disciplined execution can create immediate commercial success. Brevis™ didn’t just launch. It led.