What They Were Up Against.

Toro has been the #1 brand in lawn mowers for generations. But legacy can only go so far as new products and technology increasingly bite into market share and retail space. Toro was planning a new product launch and saw the need to evolve from a traditional, product-focused, sales-driven marketing approach to a more relevant, consumer-focused brand identity.

In the lawn equipment category, most competitors are focused on the ‘spec war’ approach. They focus on product features without tapping into emotional benefits. Yet for many consumers, the goal of using these products is about getting the job done so they can enjoy their beautiful yard. Or get in from the cold. Or enjoy the rest of their lives.  Toro allows consumers to get the job done the way they want, so they can get on with living the life they want.

What We Did To Help.

Yamamoto developed “The Power of Easy,” a consumer-centric, lifestyle approach that assures consumers they can depend on Toro to get the job done reliably, with quality and ease so they have more time to enjoy life. The idea conveys Toro’s performance benefits and reinforces the easy nature of Toro products while leaning into the idea that Toro delivers the power to get the job done,…whether gas and electric.