Genencor

Genencor, one of the largest biotechnology companies in the world, wanted to promote its leadership in the quest for cellulosic biofuels: state-of-the-art enzymes for profitable biomass hydrolysis. The company was up against a larger competitor with strong marketing resources. The launch of its flagship enzyme platform Accellerase TRIO would mark a watershed event — one that needed to stand out and get noticed.