Scotts’ new detergent was a lawn-time coming

Rethink and the yard care brand want your clothes to smell like fresh-cut grass.


Lawn care company Scotts Canada is giving people the chance for their clothes to smell like one of their favourite things: fresh-cut grass.

Even though “Lawndry Detergent” embraces the advertising cliché of having a fresh scent, but it’s one that the brand comes by honestly as a mulch and fertilizer specialist: the product’s “fresh-cut grass” smell means Canadians can have their olfactory senses tantalized by a product that conjures up a recently manicured putting green.

But it’s not available in stores, so interested parties need to take part in the contest where they share their love of fresh-cut lawns on the Scotts Miracle Gro Canada Instagram page by March 14, with 115 detergent bottles up for grabs.

“Fresh cut-grass scented laundry detergent is a way to keep Scotts top of mind, even during the winter months,” says Loretta Lau, CD at Rethink, which conceptualized the campaign. “Once we had the idea, the name Lawndry wrote itself.”

According to Glenn Martin, director of marketing at Scotts Miracle-Gro Canada, it’s been a long, challenging winter and, as lawn care leaders, the brand wanted to inject a bit of summer into Canadians’ lives with a natural, playful scent.

In a campaign vid supporting the launch, Canadians are urged to “get a load of” Scotts’ challenger detergent brand, honing in on its “all natural ingredients” value proposition.

The campaign is being supported across the brand’s social channels and includes an integration with influencers.

The scent of the all-natural detergent was developed with The Soapworks, a Toronto-based natural soap company that caters to people with skin sensitivities. Media is being handled by Wavemaker, with MSL leading community management.


Title: Scotts Lawndry Detergent

Client: Scotts Canada

Date of First Appearance: Feb 16, 2021

CCO: Aaron Starkman

ECD: Mike Dubrick

Head of Art: Joel Holtby

Creative Director: Loretta Lau, Allan Topol

Associate Creative Director/Art Director: Skye Deluz

Associate Creative Director/Writer: Naeem Ghafari

Designer: Brandon Methner

CSO: Sean McDonald

Strategist: Savannah Onofrey

Sr. Producer: Anna Tricinci

Producer: Spencer Houghton

Studio Producer: Narine Artinian

Editorial: R+D Productions

Editor: Stephen Parker

Audio House: Berkeley Inc.

Audio Director: Jared Kuemper

Audio Producer: Tyna Maerzke

Colour: Studio Feather

Sr. Colourist: Ana Escorse

Colour Assistant: Thomas Eberschveiler

Colour Producer: Sara Windrim

Account Services: Rethink

Daniel Riggi, Account Director

Gib Hassan, Account Manager

Client: Scotts Canada

Glenn Martin, Director of Marketing

Scott MacDonald, Group Marketing Manager

Nicholas Welch, Assistant Marketing Manager

Jennifer Cummins, Digital Marketing Manager

David Bruzzese, Digital Marketing Specialist

William Allen, Digital Marketing Specialist

Other Credits:

Media Agency: Wavemaker

Alice DiGiovanni, Group Director

Seema Bains, Client Business Manager

Daniel Audia, Assistant Media Planner

Social Agency: MSL Canada

Megan Page, Senior Director

Karren Arenque, Account Executive

James Lonergan-Larsh, Account Executive