Monsanto’s Genuity brand makes complex products to solve complex problems. Its genetic traits are specifically bred and designed to improve the yield potential, disease- and insect-fighting powers, and drought resistance of corn, soybean and cotton crops. It’s an extraordinarily precise science, with extraordinary results.
However, while farmers knew that the Genuity brand stands for innovation and performance, they had no idea how one led to the other. The brand’s messaging had primarily focused on the results. Genuity had never described their proprietary science in clear, plain language.
To shed light upon just how extraordinary Genuity’s trait science is, and to show how this science actually works, we created a series of videos and a new website section that translated difficult concepts into easy-to-understand illustrations of the power deep inside each seed.