Helping FMC take a game changing new product to market

With an initial focus on five significant UK agricultural distribution partners for the Isoflex active launch, FMC needed to craft tailored yet consistent messaging that would land and resonate across all stakeholder groups. Adding to the complexity, the product was still in development, requiring the team to generate excitement and secure buy-in ahead of its scheduled release in autumn 2025.

With years of technical research underpinning the new product, there was a need to distil this wealth of information down into an engaging and cohesive narrative that was built around innovation, credibility and confidence.

FMC wanted to not only deliver a high-impact and memorable event that showcased their forward thinking approach, but also inspire confidence in their brand and share their excitement about this potentially game changing product.

The process began with an in-person discovery session during which Eyeful’s content team worked to gain a broad understanding of the needs of farmers and growers, refine existing brand messaging and technical information, and create content that positioned the product as a game-changing solution for the agricultural industry.

Meanwhile, Eyeful’s creative team developed a full visual identity for the product launch. Built around the existing brand guidelines, the brief was to make these work harder and move away from basic corporate templates to ensure the content and key messages could come through loud and clear. This identity was carried across all event materials, from on-screen content to printed collateral, and then extended to pre- and post-event communications, reinforcing key messages and maintaining momentum long after the launch.

During the events, the content journey unfolded in three carefully curated stages:

Informal conversations and networking at The Shard’s Sky Lounge, where visual prompts and product branding allowed the FMC team to set the tone and subtly introduce the product’s value proposition.

A formal high-energy plenary presentation, broken up into three sections to maintain energy and focus. High-impact video content introduced the session, followed by individual FMC subject matter experts addressing key aspects of the product and the GTM.

Finally, interactive self-serve content allowed the audience to dive deeper into specific areas of interest following the main keynote.

Post-event, the Eyeful team repurposed key messaging and content to develop an interactive sales tool for use by the FMC field sales teams – enabling them to continue meaningful conversations with the target audience and ensuring the launch’s success extended well beyond the event itself.

The launch was a resounding success. FMC not only captured the attention of their complex and competitive audience groups but also gained commitment for meaningful conversations that continued across the weeks and months that followed.

Key stakeholders left the launch with a clear understanding of the product’s benefits, a renewed confidence in FMC as a trusted partner, and a sense of excitement about the future of the agricultural industry.

PRODUCT LAUNCH      | EVENT | CONTENT STRATEGY| STORY| NARRATIVE| VISUAL IDENTITY | GTM  STRATEGY | COLLATERAL DEVELOPMENT  | ONBOARDING