Situation:

ORTHO® pesticides intimidated some homeowners because of the perception that they may be difficult or complex to use.  One aspect of that perception is the boxy, dated-looking plastic bottles they have been packaged in for decades.

Task:

Brenner Brand Marketing was hired to lead a multi-functional team of external design agencies and internal Scotts Miracle-Gro employees to design a new bottle form design that would be more appealing to today’s homeowner.

Action:

Michele Brenner formed and managed an internal Scotts task force including several functions such as Marketing, Finance, Package Engineering and Operations, plus worked with an external design agency to create several packaging form concepts that would be attractive to consumers while also working well for the company’s manufacturing and distribution systems.  This was a several month process involving packaging design development, multi-functional team management, consumer research and presentations to company leadership.

Result:

The new bottle design is in use today across all ORTHO® liquid pesticides, including Weed-B-Gon® and Home Defense®.  The new bottle is not only more contemporary-looking and appealing to consumers, but it also provides significant differentiation vs. the competitive brands on shelf.

 

“Michele is thorough, completes projects in a timely manner and has a strong rapport across brand groups and functions at The Scotts Company.”
[Senior Brand Manager, Scotts Miracle-Gro]