The strategy included developing a functional clock that clearly and objectively demonstrated the benefits of the product. On the hour-hand is a caterpillar, a leading crop pest. On the minute-hand is the Grim Reaper, who unendingly follows the caterpillar, moving closer and closer. As in a countdown, the Grim Reaper reaches the caterpillar several times throughout the day, showing the benefit of Nomolt® insecticide and its concept: “The end of the caterpillars is near”.

This unique clock gained a lot of attention from the public, making a positive impact. Everyone commented humorously on the piece, which increased brand visibility at the time of purchase. Several requests for replicas of the clock were made and, so, BASF produced an additional 200 samples and sent them to farmers as promotional gifts. Product sales in 2009 rose by 17%.