Overview

P&G IS MOVING OUTSIDE THE HOME

P&G owns the household. Their products are everywhere in your home. As a part of their future growth, they are looking to expand to your yard next.

The P&G Ventures team chose Raindrop as the Creative AOR for one of the biggest new brand launches in company history. We worked with them to build the Brand Platform and all creative needed for a massive 2025 launch, including a National TV Spot that premiered regionally in the Super Bowl. 

A CATEGORY READY FOR DISRUPTION

THE CHALLENGE

Need we say more? Roundup and other leading weed killers are loaded with harsh chemicals. P&G formulated a new, safe weed killer and it was our task to bring it successfully to market! 

KEY INSIGHT

Consumers either don’t use weed killer because of the chemicals or they do and reluctantly take the risk because they have pride in their yard. People are yearning for a better for you product that actually works and that is safe for their family and pets. 

When we began work with Spruce, all they had was a name, logo, packaging and brand colors. It was our job to work with them to create everything else! 

Supported by P&G’s awesome consumer insights team, we worked to create a Brand Pyramid that hit the USPs and would drive action. Our Pyramid was anchored in the phrase “Worry-Free Weed Killer, That Works Faster.” 

A ROBUST VISUAL IDENTITY

Once we had a Brand Pyramid in place, next it was time to build the robust Brand Identity in order to create the full Spruce universe and be ready for all the brand’s marketing needs. 

PEOPLE REALLY LOVE THEIR PETS

In addition to the Visual Identity, the largest and most visual element of launching the brand was the National TV :30s spot, which would receive the most media spend and be the primary workhorse for the advertising. It had to work. 

We concepted many ideas, but the clear winner was a rooted in the insight that people were worried about their family with chemical weed killers, but most worried about their pets…

SUPER BOWL 2025 LAUNCH

With the importance of the Spring weed season, Spruce is launching to the world with a regional Super Bowl spot on February 9th, 2025.  

Raindrop handled everything from concepting through production.

A HOLISTIC CAMPAIGN

Not everyone has pets, so we partnered the “Spruce Let The Dogs Out” spot with a robust set of assets focused on the “Worry-Free Weed Killer” that are engaging, show the value-props and will drive purchase behavior. 

A FULL WEBSITE

We also needed somewhere to send all of the digital traffic and a place for customers to learn more about how the product works and the formulation.

We worked with Spruce to build a brand new website with an emphasis on UI/UX, design and copywriting.