Scotts Launches O.M. Scott & Sons Brand with a New Turf Builder Campaign

Scotts Introduces O.M. Scott & Sons Brand and 'Scott for Scotts' Campaign

In a groundbreaking move for the lawn care industry, Scotts has unveiled its latest initiative with the launch of the O.M. Scott & Sons brand. This brand not only pays tribute to the visionary founder O.M. Scott but is also poised to redefine lawn care for a new generation. Coupled with the new 'Scott for Scotts' Turf Builder campaign, Scotts aims to inspire homeowners across North America to take pride in their outdoor spaces with simple, effective, and natural lawn care products.

Celebrating a Legacy

Founded in 1868 by Orlando McLean Scott, a Civil War veteran, the Scotts brand has a rich history in providing innovative lawn care solutions. The newly launched O.M. Scott & Sons brand reflects this legacy through products that honor the past while catering to modern consumer demands. As homeowners become increasingly aware of the importance of sustainable practices, the introduction of natural grass food and grass seed lines comes at an opportune moment. The new product lineup — which includes offerings such as Natural Grass Food and various grass seed types — emphasizes eco-friendly philosophies, utilizing materials that are eligible for curbside recycling.

John Sass, the senior vice president and chief creative officer at ScottsMiracle-Gro, stated, “We were inspired by the straightforward simplicity of our earliest products, which in many ways anticipated today's cultural context and consumer needs.” This intuition marks a significant evolution in the Scotts brand's commitment to sustainable lawn care solutions.

The 'Scott for Scotts' Campaign

To accompany the launch of O.M. Scott & Sons, Scotts is launching the 'Scott for Scotts' programming, which leverages authentic storytelling through real conversations with lawn-loving homeowners. This year marks the third installment of the Turf Builder campaign, featuring Kristofer Hivju, a beloved actor known for his roles in major series such as Game of Thrones and The Gentlemen. Hivju's candor and relatability shine through as he engages with everyday consumers, capturing their experiences and enthusiasm regarding lawn care.

The campaign aims to reshape perceptions about what it means to maintain a yard. Unlike previous generations who emphasized immaculate appearances, today's 'Yard GOATs' (Greatest of All Time) prioritize creating fun, family-friendly spaces in their yards. Hivju helps convey this message: that a healthy lawn is the foundation for cherished outdoor experiences, requiring only four simple feedings per year to turn an uninspired yard into a vibrant community space.

Innovative Marketing and Outreach

The marketing strategy for the O.M. Scott & Sons brand is fueled by a creative partnership with D/CAL, an independent agency founded by renowned skateboarder Tony Hawk. The campaign, supported by innovative production teams, utilizes social media platforms and influencer partnerships to connect with consumers. Additionally, the implementation of user-generated content (UGC) adds an engaging layer to the campaign’s outreach, allowing real users to contribute their unique lawn stories.

Prominent media placements will cover a wide range of channels, including traditional linear TV, popular streaming services, and social media, ensuring a comprehensive touchpoint for consumers everywhere. The campaign will see strategic alignments with significant sports events, including both the men's and women's NCAA tournaments, MLB games, and popular streaming services such as Disney+ and Netflix.

A New Era in Lawn Care

As Scotts takes a bold step into a fresh phase of brand evolution, the introduction of O.M. Scott & Sons represents an exciting opportunity for homeowners seeking to harmonize their outdoor spaces with nature. By focusing on simplicity, sustainability, and cultural relevance, Scotts not only honors its founder's legacy but also plays a vital role in the landscape of the future.

For lawn enthusiasts, the new product offering and the 'Scott for Scotts' campaign create a compelling reason to engage with the brand and take pride in their yards. With a keen focus on authenticity and community engagement, Scotts is set to inspire a love for lawns like never before.