SABRE Awards, Gold, North America, Crisis management, 2016
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.
Ank van Ophoven, Pamela Pauwels and Jochum Stienstra, ESOMAR, Congress, Amsterdam, September 2011
Philips Lighting needed insights into garden needs with the potential to really make a change in the garden lights market and was therefore integral for Philips Lighting to completely involve the entire interdisciplinary team (researchers, technicians, marketers, designers).
This paper provides an overview of the lawn and garden equipment industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.
This paper provides an overview of the specialty gardening industry, primarily in the United States. This sector reflects a renewed interest in creating custom gardens in urban spaces, such as roof gardens, organic gardens, rock gardens designed to better the experience of city dwellers.
Steven Hastings, Account Planning Group - (UK), Creative Planning Awards, 1995
Gardena is Europe's largest manufacturer of gardening equipment. While it has a huge share in Germany and a healthy share in continental Europe, in the UK it is substantially smaller than the leading brand, Hozelock.
Robert Chalk, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1990
Fertiliser manufacturers have been blamed for being environmentally uncaring. This campaign for the FMA (fertiliser Manufacturers Association, the trade association) defended the industry by presenting a balanced case.
Matthew Mee, Nigel Shardlow and James Allen, Admap Magazine, April 2018, pp. 10-12
Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.
This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.