The 11th Annual ANA Multicultural Excellence Awards

Case studies from three of the winners at the 11th ANA Multicultural Excellence Awards. Scotts Miracle-Gro reached Hispanic consumers with its Ortho brand pest control products, which used comedy to focus on infestation prevention.

The 11th Annual ANA Multicultural Excellence Awards

Todd Wilkinson

Creepy-crawlers and Chanclas

Creative campaign for Ortho brand helps Scotts Miracle-Gro win over Hispanic consumers.

Earlier this year, Jim Hagedorn, CEO of the Scotts Miracle-Gro Co., announced ambitious plans to bolster its brand performance in the Sun Belt. "Due to historic factors, our market shares in the Southeast, Southwest, and Western U.S. are substantially lower than in the Midwest and Northeast," he wrote in the company's annual report. "By closing that gap, as well as accelerating growth of the overall category with an increased focus on marketing and R&D, we believe...

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