Scotts, the popular lawn care company, had just developed a product using natural herbicides, which killed weeds without harming grass or other plants around them. Consumers who had already used the product saw great success. Unfortunately real peoples’ real testimonials are really awful, so together with Rethink, the brand embraced the awkwardness and recruited those happy customers for a TV campaign that had them give (comically awkward) testimonials.

The brand took people’s exact words from real reviews and turned them into official taglines for Weed B Gon. The testimonials were odd and the subjects rambled on, often not knowing what to say. But none of that mattered, because the takeaway was that the product worked.
As a result, during the campaign, Weed B Gon saw its strongest-selling month ever, with a 64% lift in sales. At the SIA awards, the campaign picked up a Silver Small Budget, Big Impact, as well as a Bronze Original Idea.