Scotts

Scotts came to us after a five-year sales and category decline. Early research and one-on-one with experts led TRG to a seemingly obvious but nonetheless overlooked insight: a lawn is alive, and needs to be fed. Once we got consumers to think of their yards as alive and hungry, it was easy to spur them to action. In a three-for-one act of branding, we introduced “Scott the Scot for Scotts” as a fanatical pro who cared about living lawns (a holdover from his days growing up in Scotland). Scott was an expert who recommended the best lawn food imaginable. And his message resulted in a $32 million sales surge (1.4 million units) and reversed Scott’s five-year decline.