Challenge: Lawn enthusiasts want to use fertilizers, but feel guilty about secondary enviromental issues. Because of this, the fertilizing category had been in a slow but steady decline for years.

Insight: A healthy lawn stores water better than an unfed lawn.

Solution: Shift the consumer messaging from "are you feeding your lawn?" to "is your lawn saving water?" Suddenly, lawn enthusiasts could feel good about using fertilizers again. With the environmental halo of saving water, the DIY'ers returned to the big boxes, and sales went up for the first time in 5 years.