From hard to say to hard to forget
UPL had an important new insecticide technology to introduce globally, but leadership worried the unfamiliar Cisvaroc name would be difficult to say and remember. Asteryx turned that concern into the creative device for a focused launch film that made the technology clearer, the name easier to pronounce and the story easier to remember.
The Challenge
Cisvaroc was the technology brand for cyproflanilide, a next-generation insecticide developed through UPL’s partnership with CAC Nantong and positioned as an important new tool for chewing-pest control and resistance management.
The technology story was substantial. But before audiences could absorb the science, UPL had a more immediate communication problem: would people be able to say and remember the name?
Cisvaroc had already been selected and protected as the technology name. The challenge was to introduce it in a way that gave people confidence to use it, while still communicating enough of the innovation behind it.
The Idea
Make the name do the explaining.
UPL had already defined the name around three ideas: CIS for precision, VAR for versatility and ROC for solid protection.
Asteryx turned that existing structure into the organising idea for the film.
Instead of treating pronunciation as a small explanatory note, the film slows down and breaks the name apart – CIS. VAR. ROC. – giving each part meaning before bringing the word back together.
The same mechanism teaches audiences how to say Cisvaroc and what the technology stands for.
How We Brought It To Life
The result was a focused film of around one minute, designed to introduce the technology quickly while making the unfamiliar name easier to understand, pronounce and remember.
Strategic simplification of a broad technical launch brief
Creative concept and story structure
Script development and refinement
Storyboard and visual flow
CIS / VAR / ROC reveal and pacing
Art direction and animation
Editing, sound design and voiceover
Final production and launch delivery
Impact
The naming concern disappeared after launch.
The film was used to introduce Cisvaroc and Bilispor at the first launch in Paraguay, and also helped internal teams build understanding and excitement around the technology.
Before launch, there had been real concern that people would struggle with the name. After launch, that concern effectively stopped being raised. Audiences understood how to say Cisvaroc, what the name represented and what the technology was designed to do.
“The film did exactly what we needed it to do. It made Cisvaroc easier to understand, easier to say and much easier to remember.”
Why it mattered
The film worked because it did not try to explain everything.
By making pronunciation part of the creative idea, Asteryx gave UPL a concise way to introduce a technically sophisticated innovation while making an unfamiliar new name easier to understand, say and remember.
The creative idea did not decorate the message. It solved the communication problem.