Making an impact on the business.
The work behind the thinking: Clio-winning creative, insight-led product innovation, and campaigns that moved the business as well as the culture.
#FlipTheTurf
The Challenge: Grass seed is the ultimate low-involvement purchase. Yet artificial turf was driving a surge in player injuries, and Pennington had no natural platform to enter the national sports conversation.
The Approach: Partner with NFL star Von Miller on a deliberately provocative anti-turf campaign designed to get banned by the league, turning the NFL's censorship into free media and a grassroots movement.
Pennington Full Season Fertilizer
The Insight: Millennial homeowners didn't understand the traditional 4-step fertilizer program, and didn't want to commit to it. The complexity was a barrier to purchase.
The Approach: Defined and developed Full Season, a one-application-per-season fertilizer. Led cross-functional development and GTM, won Walmart distribution; their data showed it indexed higher with Millennials than the competition.
Johnson's Baby
The Challenge: In a commoditized baby-care aisle, Johnson's Baby needed to reinforce its emotional equity.
The Approach: Two paths. Drive reach with “Thanks, Mom,” an Olympic campaign where athletes thanked their mothers. It was compelling enough that Debbie Phelps asked to participate. And reinforce the mother-baby bond through emotional print and digital activations.
