“With more than 40 years of experience in the herbicide field, I can confidently say Spruce is a game-changer in weed control.”
—Dr. Doug Doohan, Academic Weed Scientist
Consumers are excited when innovative products enter the marketplace. It’s also a great opportunity for independent retailers to diversify their product assortments and offer customers something new. P&G Ventures has developed Spruce, the group’s first product formulated for the lawn and garden category. Discover why P&G, a global brand, is now offering consumers a weed & grass killer.
Why did P&G enter the home & garden category by launching Spruce?
P&G is known for creating some of the world’s most iconic brands, and Spruce was developed by a team within the organization called P&G Ventures, which is designed to create new brands in new spaces to help consumers live better. Spruce will be P&G’s first brand in the home and garden space. With Spruce, we’re bringing something new to the lawn and garden category.
Can you share general information about Spruce?
Spruce is a fast-acting weed & grass killer that delivers visible results in 1 hour. It is also safe for use around people and pets when used as directed. Spruce is made differently to work differently with nine simple yet effective ingredients that disrupt the cellular structure and cause the weed to dehydrate. Without water, weeds die fast.
How does Spruce differ from other weed & grass killers currently in the marketplace?
The biggest difference with Spruce is that it’s primarily made with surfactants and essential oils. With visible results in 1 hour, it lets users know that it is starting to work immediately. Spruce is registered with states under Section 25(b) of FIFRA (Federal Insecticide, Fungicide, and Rodenticide Act) and is exempt from EPA federal registration.
Will Spruce be marketed as a P&G brand or an extension of the global brand?
Spruce will be marketed as a newly launched, innovative brand coming out of P&G Ventures, the product innovation branch of P&G.
Who is the primary target audience for Spruce? Secondary?
What sets Spruce apart is its broad appeal, resonating with pet owners, parents, gardeners, and outdoor enthusiasts alike. We also designed Spruce with accessibility in mind, making it ideal for individuals who may find traditional weeding tasks physically challenging.
What types of marketing initiatives will support the product launch? Are you engaging any influencers or subject matter experts?
To coincide with the launch, we have assembled the Spruce Alliance, a core bench of highly qualified experts who are well-versed in Spruce’s product differentiators to advocate for the brand’s efficacy and safety when used as directed, offer increased credibility, and support third-party credentialing, as appropriate.
