As avid gardeners prepare to nurture their lawns and gardens, BBDO Atlanta and Bayer Advanced commence the season with fresh communications to support Bayer Advanced's expanding line of gardening products.

The new work from Atlanta's largest advertising agency unveils not only new advertising but also a new logo and tagline. In an effort to reduce confusion, Bayer Advanced's logo has been streamlined from three shields to one across all products and refreshed to showcase a stronger and more powerful Bayer Advanced. The new logo will provide simplified brand consistency, selling Bayer Advanced rather than a specific product line at every point of contact. The brand's tagline has evolved to leverage Bayer Advanced's expertise in science and innovation, which is realized through their backing by Bayer Crop Science, which maintains a category leadership position.

The new campaign, which includes creative executions in print and radio, sets out to sell Bayer Advanced in an approachable, scientific way. Four print ads leverage the color blue to reinforce the brand's vibrant blue packaging and work to stand out in lawn and garden magazines among the typical pages of green lawns and flowers. Headlines and body copy in the ads tout the brand's scientific expertise in an engaging, friendly way while promoting a specific product. Print was also developed specifically for trade publications. In addition to print, ten :30 radio spots were created to support the brand this season.

BBDO Atlanta's new vice chairman and chief creative officer, Marcus Kemp, and executive vice president/executive creative director Bill Pauls led the overall creative effort. Parish Kohanim Studio shot photography for the print ads, while Bert Berdis & Co. produced radio.