#United States #Detroit #ScottsMiracle-Gro #D/CAL #gardening

A New Era in Gardening: D/CAL's Collaboration with ScottsMiracle-Gro

In an exciting development for the gardening and lawn care industry, independent creative agency D/CAL has announced its partnership with ScottsMiracle-Gro, one of the most recognized names in the field. This collaboration aims to launch a new brand set to debut in February 2025. By integrating brand strategy, creative direction, production, and social media efforts, D/CAL is gearing up to reshape how consumers engage with gardening products.

Speaking about the launch, John Sass, the Vice President and Chief Creative Officer at ScottsMiracle-Gro, emphasized the company’s rich legacy of over 150 years. He expressed enthusiasm for blending elements of this heritage with innovative approaches that resonate with modern consumers. Sass remarked, "We’re excited to take elements of that history and create a new brand that speaks to consumers differently.”

Innovative Methodology: The D/CAL SubMethod™

A key factor in D/CAL's selection for this project was its proprietary D/CAL SubMethod™. This unique methodology is designed to enhance a brand’s connection to its target audience by diving deep into the subcultures where consumers thrive. Adam J. Wilson, President and Co-founder of D/CAL, commented, “While the Scotts team knows their audiences very well, we brought a lot more fidelity to what motivates their consumer, and that has led to a delightful, category-bending brand campaign that we cannot wait to launch.”

D/CAL’s flexible and adaptive approach has already shown positive signs as the agencies unite for this project. Melanie Westendorf, Managing Director at D/CAL, noted that proving their quick adaptability was crucial from day one. She stated, “It was important to us to prove from day one that our ability to adapt quickly and effectively are not just words in an agency credentials deck.”

Addressing Internal Innovations

The process has also inspired ScottsMiracle-Gro to rethink internal practices and strategies as they develop this new brand. Lance Melnichenko, Director of Next Gen Lawns for Scotts, praised D/CAL's 'tremendous attention to detail' which complements their internal restructuring efforts. The partnership is touted to bring forth innovative solutions in the gardening market.

D/CAL will not only lead the strategic and creative efforts for the new gardening brand but will also collaborate with existing specialist agencies, covering areas that include media, public relations, and performance marketing. This multifaceted collaboration ensures a comprehensive approach to effectively engage with consumers across all touchpoints.

About the Giants in the Industry

ScottsMiracle-Gro stands tall as the world’s largest marketer of branded consumer products in lawn and garden care, with annual sales approaching $3.6 billion. Their renowned brands, including Scotts®, Miracle-Gro®, and Ortho®, dominate market segments. Additionally, their subsidiary, The Hawthorne Gardening Company, is a prominent provider of nutrients and materials catering to indoor and hydroponic gardening markets.

This partnership signifies a turning point in the way gardening brands interact with and respond to consumer needs. By marrying the traditional heritage of Scotts with the innovative strategies of D/CAL, the industry can expect a creative and fresh perspective on gardening that appeals to both seasoned gardeners and newcomers alike.

For more details about D/CAL, visit their website. To learn about ScottsMiracle-Gro, head to ScottsMiracle-Gro’s site.