ProGrass was a relatively unknown brand in a market dominated by AstroTurf and other leading brands, with a declining market share and sales.
Focusing on private schools rather than professional sports teams, it was determined that the athletic directors were the primary influencers and could be impacted by branded gifts showcasing a branded character. In addition, the product had to be positioned as ‘performing’ well on two dimensions: durability and playability, which required emphasis on the installation. A character was developed, Rocky the Green Rhino, who was featured in products, ads, trade shows and gifts. In addition, a full explanation of the “performance aspects” of the product was showcased in collateral materials and the websites.
Expand Your Brandwidth