We were taught that a great garden takes hard work: Weeds should be pulled by hand, weekends should be spent maintaining it, and the more effort it takes, the better the result. For years, that's exactly how we did it. Whether you call it jardín, patio, césped, grama, pasto, or zacate, we all share the same pride in seeing it green, strong, and ready to welcome family and friends. Because a well-kept lawn says a lot about who we are, what we've built, and the hard work that got us here. But taking care of what you love doesn't have to be harder than it needs to be. Scotts Bonus S kills weeds and strengthens your lawn at the same time, helping you achieve better results with less work, less time, and less waste. Because the pride of having a great lawn is still the same. The only thing that changed is how you get there.
Build an authentic connection with Hispanic homeowners by understanding the deep emotional relationship they have with their lawns, outdoor spaces, and, most importantly, what those spaces represent: pride, hard work, and home. While the desire for a healthy, beautiful lawn already exists, the process of achieving it can often feel complicated or overwhelming. Our opportunity is to connect through emotion first, then show how Scotts Bonus S can help make lawn care simpler, more effective, and more reliable. By doing so, the brand becomes more than just a lawn care product. It becomes a trusted partner that understands both their aspirations and the realities of everyday life.
Hispanic homeowners already have a natural connection to lawn care. They do not need someone to explain why a healthy, well maintained lawn matters. They already know, because it represents something deeper: pride, hard work, and the satisfaction of caring for what they have built for their families.
However, while the desire is there, lawn care can often feel complicated. Too many products, too much advice, and too many opinions can turn a simple task into a confusing one.
That is why our campaign does not start by talking about weeds or fertilizer. It starts with trust.
Meet Raúl, the neighbor everyone knows. The one with the best lawn on the block. The one who has already dealt with the same challenges and figured out what works. The one who shares advice because he wants to help, not because he is trying to sell something.
Through Raúl, Scotts Bonus S becomes more than just another lawn care product. It becomes a trusted recommendation from someone who understands the same aspirations and challenges Hispanic homeowners face every day. Because when it comes to lawn care, people do not always follow the experts. More often, they follow the neighbor who has already achieved the results they want for themselves.