Scotts Miracle-Gro’s Super Bowl ad is leaning into one growing demographic, the Millennial gardener. Pandemic-related stay-at-home orders resulted in a lot of consumers developing new hobbies. According to research, gardening saw a surge among Millennials.
This ad plays into that statistic, inviting the new consumerbase to learn about some of the gardening basics, so they can keep up appearances long after the pandemic. The star-studded ad is set to appeal to Millennials through familiar faces like John Travolta, Martha Stewart and Leslie Baker. In addition, this ad serves as the first time the brand's new spokesperson has been introduced. 'Pete' is slated as the brand's go-to expert for any Millennials looking for gardening advice.
The ad is set to premier at this year's Super Bowl event.
Image Credit: Scotts Miracle-Grogarde
What Makes This Trend Stand Out
- Millennial Gardening Boom
- With the pandemic resulting in a surge of younger consumers taking up gardening, there's an opportunity for companies to create products and marketing campaigns that cater to this demographic.
- Celebrity Endorsements in Gardening
- Using well-known individuals such as John Travolta and Martha Stewart to promote gardening products may be an effective strategy in reaching Millennials, who are more likely to trust recommendations from influencers.
- Expert Gardening Advice for Millennials
- Creating user-friendly gardening content geared towards inexperienced younger consumers could result in opportunities to establish a gardening expert brand tailored to the Millennial audience.
Sectors Adopting This
- Gardening Supplies Industry
- Companies in the gardening supplies industry can capitalize on the surge in interest among Millennials by creating product lines and innovative marketing campaigns that target this demographic.
- Celebrity Endorsement Industry
- Influencer marketing agencies and individual celebrities can explore new opportunities in the gardening industry as companies seek out well-known individuals to promote their products.
- Gardening Content Creation Industry
- There is potential for growth in the creation of gardening content tailored to younger, inexperienced consumers, presenting an opportunity for content creators and media outlets to establish themselves as a go-to source for Millennial gardeners.
