ScottsMiracle-Gro: Bonus S

ScottsMiracle-Gro (SMG), a marketer of lawn and garden products, increased customer satisfaction and sales by employing a campaign in the US that resolved complaints and claims from customers who had a bad experience with its fertilizer product.

Campaign details

Advertiser: ScottsMiracle-GroAgency: Zeno Group

The Challenge

With approximately $3bn in worldwide sales, ScottsMiracle-Gro (SMG) is the world's leading marketer of lawn and garden products, with the most recognized brands in the industry. One of its popular lawn fertilizer products, Scotts Turf Builder Bonus S Southern Weed & Feed (Bonus S), has been used to create healthy green lawns in the southeast U.S. for generations.

In spring 2015, SMG reformulated Bonus S for better weed control. However, early in the launch, the company noticed the new formula was linked to an increase in consumer inquires among...

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