Successful Pandemic Product Grows into a Super Bowl Ad
The pandemic sent many to discover new ways to pass the time. Individuals picked up new hobbies like binge-watching Netflix series, crafting and even spending time in the great outdoors. While some dabbled at banana bread recipes, others went to their backyards to plant and create gardens.
Scotts Miracle-Gro became a fast-selling product with 25 million new consumers and having its stock price double. The Wall Street Journal reports Scotts Miracle-Gro having an increase of revenue to $2.82 billion.
This success has influenced the company's first debut in the upcoming Super Bowl. Scotts Miracle-Gro worked with agency VaynerMedia to create a 30 second advertisement that will be featured in the game’s second quarter, costing a total of $5.5 million.
In an interview with AdWeek, CMO of Scotts Miracle-Gro Josh Peoples said, “As difficult as 2020 was for so many Americans due to Covid-19, the opportunity to spend more time at home with family and loved ones also gave us more time to invest in our lawns and gardens.”
“Keep Growing” serves as the slogan of the campaign. The advertisement will incorporate scenes of various backyards during the pandemic to indicate how outdoor spaces served as a safe haven for individuals.
To keep audience members engaged, the commercial will include some celebrity cameos, and according to AdAge, the campaign will also give 42 lucky individuals their own dream lawn and garden.
The company's spring marketing campaign begins with their Super Bowl advertisement and will continue until the first day of spring on March 20. Turning to their users, the company created marketing content featuring the creativity individuals brought to their outdoor spaces. Josh Peoples shared to AdAge that the company will move about 75% to 80% of its marketing to direct purchases.
Did you take up gardening or yard work during the pandemic? Will you tune in to the Scotts Miracle-Gro Super Bowl commercial to try and win your own dream lawn or garden? Let us know @TXADPR.