Scotts LawnService partnered with TEQUILA\ Minneapolis to elevate their online presence above the competition as part of a major consumer acquisition push. Scotts was looking to drive leads, foster a one-to-one relationship with consumers' local branches, and appeal to prospective franchisees. The end result is a departure from the clutter of cliched green that is a category staple. Instead of focusing on chemicals, machinery, and uniformed laborers like most of the category, we focused on the emotional benefits of the outdoor lifestyle. As the "outdoor room" trend continues to be strong we wanted consumers to prefer Scotts because they desire beauty, tranquility, and joy. That's what people are really buying from us, and that's why we took a decidedly lifestyle-oriented approach.