HOW SCOTTS MIRACLE-GRO EVOLVES MARKETING AS GARDENING GOES YEAR-ROUND

Summary from the TLDR Marketing newsletter

The brand is adapting its marketing to a consumer base reshaped by Gen Z, millennials, and post-pandemic behavior shifts. The company has moved from weekend-warrior messaging and large-format packaging to always-on digital engagement and e-commerce-friendly products. Sports marketing plays a growing role, with the brand tying into ESPN Opening Day, March Madness, and a new stadium naming rights deal for the Columbus Crew.