The Purpose of These Guidelines

These guidelines provide direction on the branding strategy for the Zorvec™ active family of products, including positioning, core messaging, color strategy and more. It’s critical to align on what Zorvec represents, the value we’re delivering our audience, and the messages we want them to take away. In addition, these guidelines offer tactical instruction and specifications on how to execute communications materials for Zorvec with our key external stakeholders, namely growers and influencers.

WHO IT’S FOR These guidelines are intended for two primary audiences: • Internal global and commercial unit stakeholders at Corteva Agriscience™ • Advertising agency partners and/or external content creators WHY IT MATTERS The goal of this launch is to generate immediate awareness and encourage grower usage/ purchase, convincing them that the Zorvec family of products is the best solution to control plant diseases for better business success. But in order to take growers on the journey of awareness to conversion, we must first have a strong, consistent approach to our strategy and communications. This new approach allows us to: • Tell a unified, consistent brand/product story • Improve visual recognition and recall with our customers, from day one • Provide a global standard that allows for local adaptation • Create universal takeaways for what Zorvec stands for • Increase productivity and efficiency in the creation of marketing assets