• Brandweek, Monday, March 13, 2006 11:45 AM

Scotts Miracle Gro is increasing its advertising budget and introducing a new campaign that take a more emotional tone and approach than its previous, performance-oriented efforts. The company plans to spend an estimated $120 million on a new marketing push that includes TV, radio, and print ads that encourage consumers to create an "emerald kingdom" that will enhance the value of their home by 15 percent. "Product performance and the emotional effect will work as a one-two punch," said Eugene Sung, senior vice president and general manager of Scotts Miracle-Gro Company. "Great landscaping is not only valuable in home life, it increases your real estate value." Tag: "It's amazing what your lawn can do." Ads will tout the flagship lawn fertilizer product Scotts TurfBuilder with Plus 2, its new Miracle-Gro Liquafeed, and other products. A variety of promotions are also included in the campaign.

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