Sta-Green® is a Lowe’s stores private-label brand. To support the introduction of a new seed-coating technology and to help the product compete with other major national brands, EPIC was recruited to give the entire line a rebrand. We created new packaging, gave the seed-coating technology its own brand identity, designed and developed a microsite, created print collateral and launched a social media campaign.
Our research showed that we could substantially increase the likelihood of a purchase by getting potential customers to reach out and touch the bags. To accomplish this goal, we created a modern, sophisticated and attention-grabbing look that employed bold colors, contrasting foil and matte finishes.
New technology is critical to the successful launch of a new product in the grass seed market, so we developed a microsite focused on Sta-Green’s new Nitro-Fuze™ technology. The microsite allowed us to monitor the effectiveness of QR Codes and helped to drive traffic to the Sta-Green product pages, where visitors could make an online purchase.
To help spread the word, we created a media kit that included a seed pack and product information cards for distribution to national trade and general interest publications, blogs and daily newspapers. This resulted in numerous editorial placements, including coverage on a nationally broadcast radio show, MSN Real Estate, Landscape Management and Newport News. Best of all, it was recognized in the Top 100 New Home Products edition of This Old House magazine.
In addition to the media kit, we supported the launch with feature stories showcasing lawn maintenance tips, press releases announcing new SKUs and outreach at tradeshows.
The rebranding campaign was an unequivocal success, with first year sales reaching $6MM in only 800 stores and outperforming the competitive national brands. In the second year, the program went national and the success of this campaign led to expanded Sta-Green programs, totaling over $30MM in sales in 2014 in adjacent branded categories.
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