Scotts Miracle-Gro

The Challenge

Protect the environmental reputation of lawn and garden leader - The Scotts Miracle-Gro Company.

The Solution

Leverage World Water Day as a platform to announce the removal of phosphorus from the company's lawn maintenance fertilizers by 2012 - a move aimed at addressing environmental concerns around water quality and getting ahead of the debate .

The Results

  • Associated Press piece drove key coverage in more than 270 outlets including Business Week, Forbes, NPR and CNBC. The article featured quotes from the company's Chief Environmental Officer highlighting why the phosphorus-free decision will have a positive impact on America's water quality.
  • Independent coverage from the Columbus Dispatch, along with articles in the St. Petersburg Times, Consumer Reports, and SafeLawns (blog) drove additional pick up in key geographic areas for the business.
  •   Environmental websites GreenBiz and Mother Nature Network commended Scotts Miracle-Gro's decision and involvement in World Water Day.