Today’s AdAge has an interesting David versus Goliath story, in this case pitting a small purveyor of worm poop called TerraCycle versus gargantuan rival MiracleGro from Scott’s. According to AdAge:
Upstart organic plant-food brand TerraCycle has wriggled up in the past six years with no media spending, but with copious publicity that has landed it features on CBS Evening News, CNN, CNBC and many other outlets. It’s also gotten more than 3,000 schools and churches to collect empty plastic pop bottles and milk cartons, which are used to package its products, paying the institutions 5 cents apiece.
TerraCycle has taken a “grass roots” approach that has forced Scott’s to dig in and sue its worm-sized competitor for trade-dress infringement and false advertising. Undaunted, TerraCycle made hay with Scott’s suit, launching an amusing website called SuedbyScotts.com. Talking about turning lemons into lemonade, TerraCycle has a field day at Scott’s expense:
The site includes side-by-side comparisons of the companies’ CEOs. Mr. Szaky’s main perk: “Free worm poop.” Scotts Chairman-CEO Jim Hagedorn’s: “Personal use of company-owned aircraft valued at $555,465 last year.” The site also lists 81 other lawn-and-garden products that use green-and-yellow packaging like Miracle-Gro’s.
TerraCycle organic offering has grown dramatically over the last few years which has threatened Scott’s home turf. This story proves once again that even in markets dominated by huge players, a nimble upstart can make enroads with a clear point-of-difference (like worm poop!) and a well-crafted story:
Tiny TerraCycle has won distribution in such behemoths as Wal-Mart Stores, Home Depot, Target and CVS and, despite its size, is growing at a 300% compound annual rate, which Mr. Szaky believes is what’s really behind Scotts’ suit.
While Marketing for Good does not encourage marketers to seek lawsuits, as the cliche goes, every challenge comes with an opportunity. TerraCycle turned a lawsuit into an “underdog” campaign that is sure to capture the attention of the press, members of the green movement and lawn tenders near and far. Because of TerraCycle’s green foundation, they are in a strong position to win new fans for a product which is essential crap, worm crap that is. What a world!