• by Karl Greenberg , April 11, 2008

Scotts Miracle-Gro, which makes yard and lawn maintenance products, is launching its first national campaign to tout a new product around the issue of water conservation. The $30 million effort supports a new fertilizer, Turf Builder with Water Smart.

The effort, coming as the Southeast and West struggle with the worst droughts in memory, is intended to counter the argument that lawn maintenance wastes water. Particularly in the Southwest, there has been a movement in recent years toward using indigenous water-sipping plants over traditional and thirsty grass yards.

Scott's new fertilizer uses less water. The company argues, in the campaign, that healthy lawns clean and cool the air by absorbing carbon dioxide and by collecting dust and dirt. The campaign comprises national television, local radio, weekly news and national print, as well as online advertising. "We also have an extensive public relations effort and are engaging in search engine marketing," says a rep for the Marysville, Ohio-based company.

One of the TV spots has a sprinkler emerging from a lawn, sprinkling water across it, but as the droplets hit the blades of grass, in slow motion, the grass bats the water back to the sprinkler. Tag: "Feed the lawn. Water smart."

One of the print ads shows two adjacent lawns, one brown and withering, the other lush and green. "Which lawn gets less water? (Hint: it's not the one you think)" reads the headline. The ad explains that Turf Builder allows grass to develop a better root system that uses water more efficiently.

The spokesperson says television ads will air during news, prime-time and sports segments. The print ads will run in weekly news and national print publications. New York-based ML Rogers developed creative, and Mediaedge handled media.

There are also four-page targeted solo inserts with coupons that will drop in two waves to areas with a high concentration of single-family dwelling units. "The first wave reached nearly 4 million people--hitting 18 markets on April 6, and on [Sunday] the second wave will reach more than 11 million people in about 40 markets," the spokesperson said.

A spring promotion, "Scotts Water Smart Pledge," features lawn expert and professional baseball groundskeeper David R. Mellor. Consumers who take the "Scotts Water Smart Pledge" at scotts.com/watersmart through June 9 have a chance to win a $10,000 Water Smart green space for their community.