PW Expands Advertising and POP Availability
With the approach of a new gardening season, Proven Winners is expanding consumer advertising to reach an even broader audience. Beginning with a full-page ad in the March issue of Martha Stewart Living, consumers will see the Proven Winners brand in national lifestyle magazines as well as in 22 traditional gardening publications. Upcoming issues of Everyday with Rachael Ray, Woman’s Day and Garden Design will also feature a full-page Proven Winners ad.
The ads themselves appeal to the interests of the lifestyle magazine audience by focusing on the power of Proven Winners plants to inspire the design and decorating flair of the consumer. The Proven Winners ads will be featuring osteospermum ‘Soprano Light Purple’, petunia ‘Supertunia Vista Fuchsia’, sutera ‘Cabana Trailing Blue’ and phlox ‘Intensia Neon Pink’.
On top of the advertising campaign, in an effort to make things easier for the retailer, Proven Winners enables them to order the Proven Winners POP kits or single items online. There are four kits available for 2006: Spring POP, Summer Celebrations POP, Fall Magic POP and ColorChoice Flowering Shrubs POP.
For more information or to order the kits online, visit www.provenwinners.com .
Wave Petunias On TV
PanAmerican Seed recently announced that its national Wave advertising campaign will begin running 30-second television ads promoting Wave petunias and their well-recognized pink packaging on March 27, 2006, in the United States and April 24, 2006, in Canada. The ads will run on HGTV and, new this year, the DIY network, with a combined reach of 124-million households.
The Wave television commercials will run on a variety of gardening-themed shows through June, including Gardening by the Yard and Outer Spaces on HGTV and Weekend Landscaping on DIY. In addition, Wave petunias will sponsor 32 gardening programs on HGTV and DIY, reinforcing the brand message and improving brand recall among viewers.
For more information on the Wave program visit, www.wave-rave.com .
ScottsMiracle-Gro Launches Community Garden Program
The Scotts Miracle-Gro Company recently announced plans for the second year of its multi-year partnership to support Keep America Beautiful and its Great American Cleanup.
Together, ScottsMiracle-Gro and Keep America Beautiful will continue building community gardens and green spaces in cities across America as well as provide educational outreach on environmental issues.
The effort began with the 2006 Great American Cleanup kickoff event in Biloxi, Miss. As part of a broader restoration project, the two organizations teamed with other corporate sponsors to rebuild the destroyed gardens and green spaces in downtown Biloxi and near a local school. ScottsMiracle-Gro delivered more than five tons of garden soil and mulch to the site, and more than 500 community volunteers worked on the project.
Oglevee Adds Packaging Options
Oglevee continues to bring different products to the garden center with new packaging options that can generate late spring or early summer consumer activity. The packaging features in-stock elements, tri-lingual packaging, the flexibility to add posters containers and labels.
Solenia begonias have packaging that starts with a full-color, 1-gal. picture pot. A poster, label and some bench tape can be added. All packaging include English, Spanish and French consumer instructions. Container contents are clearly marked to meet package label requirements, according to Oglevee.
Pillar geraniums are available in a 1-gal. container with attached trellis and a black label.
The Solenia picture pots, Pillar gallon containers and the trellis are available from Dillen (www.dillen.com ). The Solenia and Pillar labels are available from Mastertag (www.mastertag.com ). For more information on the Oglevee varieties mentioned above, visit www.oglevee.com .