Scotts launches 'WEE-MERGENCY' campaign with Beau Ryan

Scotts has launched “WEE-MERGENCY,” a social-first campaign starring former NRL player and presenter Beau Ryan, to promote its new Scotts Lawn Builder Pet Patch Spot Treatment.

The product is designed to green and restore lawn patches caused by dog urine. It is applied directly to affected areas, so the whole lawn doesn’t need treating. Scotts says 49% of Australian households have at least one dog.

DEC led the creative, strategy and PR, and QUBE handled production. The campaign turns a dog wee patch into a backyard emergency, with sirens, frantic sprints, whistles and a lifeguard moment.

Ryan, a dog owner, is introduced as Scotts’ “WEE-MERGENCY,” First Responder. Across a series of social executions, he plays a medic, a sports sideline responder and a lifeguard. Each treats the patch as an emergency, then uses Scotts Pet Patch and shows the results on screen.

Kerry Sephton, Marketing Director for Scotts, said: “With the launch of Pet Patch, we saw an opportunity to connect two things’ Aussies care deeply about – their dogs and their outdoor spaces.

“We didn’t want this to feel like traditional lawn-care advertising. We wanted to have some fun with a reality every dog owner knows, creating something people would stop and watch while showing there’s an easy fix when your four-legged friend leaves their mark,” Sephton added.

Laura Portch, Group Communications Director at DEC, said: "The product solves a very specific problem, which gave us a strong creative behaviour to build around."

“We took a small, everyday backyard moment and treated it like a full-blown emergency. Beau was the perfect person to bring that idea to life – his humour, connection to Aussie life outdoors and his experience as a dog owner made the partnership feel natural, and he didn’t mind rolling about on the grass!”

The product will be available nationally at Bunnings from October for $28.48 RRP.

Credits

Client: Scotts
Creative strategy and PR: DEC
Production: QUBE Productions
Paid Media: Ro Digital
Talent: Beau Ryan