Clients

Case Study: AeroGarden

Cesari Direct ‘grows’ AeroGrow with dynamic short-form spots

AeroGrow was on a roll – and looking for a bigger highway.

The Boulder, Colorado-based company had enjoyed a terrific 2006–2007 launch of its dynamic AeroGarden, a complete indoor gardening system that allows consumers to garden—year round—without dirt, weeds or the need of a green thumb. The company was seeking the best method possible to drive customers to a rapidly expanding number of new retail partners and chose Seattle–based Cesari Direct for the challenge.

Cesari Direct, a full-service direct response advertising agency, crafted 12, highly targeted, short-form direct response television spots that proved extremely successful on national cable networks and local cable affiliates to capture AeroGrow’s core audience–healthy consumers, discriminating chefs and cooks, floral enthusiasts, indoor electronic specialists and a wide range of gardeners.

"As a result of our very strong performance at retail last year, we've been able to open up a wide range of new accounts that capitalize on the breadth of our product offerings and price points," said Jeff Brainard, AeroGrow's Vice President of Sales.

AeroGarden features an “aeroponic” system of built-in, full-spectrum grow lights, custom time–release nutrients plus auto-feed and watering that uses about the same energy as a single 60–watt light bulb.

AeroGrow International , Inc. (NASDAQ; AERO is a designer, distributor and marketer of advanced indoor aeroponic garden systems and accessories. Since launching its first product in March 2006, the company has sold more than 400,000 AeroGardens and has expanded its product line to include multiple gardens with different form factors, price points and consumer benefits.

AeroGrow (www.aerogrow.com) also develops, manufactures and markets a variety of consumable products for use in its gardens. Seed kits, lights, nutrients and accessory products provide ongoing, repeat sales and generate continued engagement and interest from a significant user base.

“We were very eager to work with AeroGrow because we believe in the product and knew it was a healthy way for consumers to grow their own herbs, vegetables and flowers at home,” said Rick Cesari, company founder and chairman who helped teach North Americans the health benefits of juicing with his release of The Juiceman Juicer more than a decade ago. “The AeroGarden is very energy efficient and was a great fit for us in a lot of ways.”