Through recent acquisitions and strategic partnerships, FMC has developed a broader grape fungicide portfolio. Efforts to promote these products included both product branding and portfolio positioning. One of these products, Rhyme fungicide, is used on a variety of specialty crops including grapes, strawberries, stone fruits and many others.

In order to displace competitors, FLM+ worked with FMC to position Rhyme fungicide as the most systemic triazole on the market. Current users of competitive products were identified and specifically targeted through print inserts, digital media, public relations and direct mail.


+ Set Strategy

+ Align Teams

+ Frame Opinions

+ Create Demand