Scotts Miracle-Gro Company: Neighbor To Neighbor campaign
Rebecca StanfelOVERVIEW
The Scotts Company, later to be named Scotts Miracle-Gro Company, had been a leading manufacturer of lawn-and garden-care products since 1868. It sold grass seed, fertilizers, herbicides, and potting soils from its family of brands, which included Ortho, Miracle-Gro, Hyponex, and Turf Builder. Even though it was one of the largest garden and indoor plant-care companies in America, Scotts's marketing efforts floundered during the early 1990s. After Scotts acquired Miracle-Gro in 1995, the founder of Miracle-Gro, Horace Hagerdon, helped solidify the Scotts brand and orchestrated the removal of Scotts CEO...