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Deere launches new campaign to encourage lawns as art

Friday, March 26, 2010

An advertising initiative from Deere & Co. will try to get men to pay attention to their lawns.
An advertising initiative from Deere & Co. will try to get men to pay attention to their lawns.

Farm equipment producer Deere & Company is trying to encourage men to take care of their lawns.

According to Forbes.com, a new advertising campaign from the company is labeling its products as "art tools" that men can use in order to change their yards. For now, the What Will You Create? marketing effort is focused on men who are in the midst of watching the NCAA basketball tournament.

"They'll run throughout the year, along with print and digital ads that direct consumers to a microsite where they can upload pictures of their own yards and see videos of Deere's tractor fans," Forbes said.

The hope is that the commercials will encourage homeowners to pony up for new lawn equipment, as sales in the industry are already down for this year.

Recent numbers from the Association of Equipment Manufacturers show that sales of two-wheel drive tractors were down 7.2 percent on a year-to-year basis in February. Overall tractor sales for the month amounted to 8,105 for the month, which is a 5.9 percent drop when compared to last year.
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