Cub Cadet, a Stanley Black & Decker brand, made me smile today with a hilarious marketing campaign.
The email starts off with the subject: Grass lovers, meet the perfect V-Day gift.
For those who love nothing more than perfecting their lawn in the hot summer sun, winter doldrums can be overwhelming.
That’s why Cub Cadet—makers of high-performance outdoor power equipment—is introducing Essence de Lawn by Cub Cadet, a limited-edition kit of self-care items infused with fresh-cut grass scent. The kits are dropping just in time for Valentine’s Day…and yet another Arctic blast.
I’m sorry – what? Essence de Lawn? Fresh-cut grass scent?
Oh, yes. Here’s what the kit comes with:
Reed Diffuser: Bask in backyard bliss all day long. Simply place the reeds in customized solution to turn any indoor space into an outdoor oasis.
Therapeutic Candle: Put spring in the air with the scent of a freshly mowed lawn. Listen closely to hear the crackle of a family bonfire or neighborhood barbeque.
Aromatic Mist: Keep the smell of a perfectly mowed backyard a simple spritz away by applying to any room, linen or clothing.
Cub Cadet’s website piles it on thicker:
Inspired by the finest grass clippings in all the land.
Only Cub Cadet machines can deliver the superior cut quality necessary for our fresh-cut grass extract.
From the Signature Cut™ Series to the almighty Ultima, our mowers are designed to leave behind nothing but finely cut clippings and pristine stripes.
Ah, I see the mower tie-in now.
We bottled the smell of post-mow perfection and turned it into a self-care kit that ignites your senses and your lawn-loving soul.
I have to give the Cub Cadet team props – the marketing copy is so masterfully crafted that I can’t tell if this is 100% satire, 100% serious, or the perfect mix of both.
There’s even a video!
This Valentine’s Day, don’t let your lawn love go dormant. Introducing Essence de Lawn by Cub Cadet. Infused with fresh-cut grass extract. Designed for those who love to lawn.
Here’s the background story, courtesy of the press release:
“Essence de Lawn is inspired by our Cub Cadet fans who have a love for their lawns,” said Siana Calanni, Cub Cadet Brand Manager. “For them, being outdoors and perfecting their yard isn’t a chore—it’s a labor of love. Cub Cadet created these limited-edition scented products to evoke the spirit of spring. This type of sensorial brand experience is a first for us, but a fun way to engage our fans during the winter months.”
A lot of people who love the smell of fresh-cut grass. I’m curious as to how closely Cub Cadet was able to capture the scent.
You cannot buy Cub Cadet’s Essence de Lawn kit – it is exclusively available via giveaway.
The giveaway period is from 1/25 thru 2/13, 2022. See their website for entry details.
are they giving away more than one – I assume so.
Meanwhile does it also have with it the funk of sweat covered shirt and hat, along with the dank of 99% humidity. or are we talking about essence de lawn ala late spring?
sorry had to. I mean it’d be interesting to have for the oddity of it, I don’t know I would buy it. hence the giveaway I suspect
Their marketing department needs to farm out to Bosch US and help those poor souls.
Maybe I need to freeze my lawn clippings in freezer bags and sell them.
its got a different kind of grass smell, but i have bails of straw. too big for any ziplock
Cold distillation or vacuum distillation. Sell the essential oil
This is like the burning rubber scent candles that look like little racing tires.
Fresh cut grass, with a whiff of gasoline and two-stroke fumes, topped with a spritz of not yet funky sweat. So many summer days of my life………
in my case a mix of bermuda with some spring onions and a bit of pine would take me right back to HS days.
That said, I wish they’d concentrate this kind of effort on bringing the quality of their products back to the old-school Cub Cadet. Cub Cadet has been a standout example in my mind of the cheapening of modern products and coasting along on a reputation built decades ago.
I’ve got neighbors who are always burning their dried grass clippings. They laugh at me and tell me their baking their weeds (no outdoor oven, hmm?). I’m really confused because I don’t hear a mower (no snow in CA). The essence sure seems to make them happy though. And sleepy too, so I guess they’re dreaming about mowers and fresh cut grass. Must be, yeah that’s it. One complaint though, this ritual really puts skunks on the defensive as they spray their scent whenever my neighbors spark up the grass clippings.
I’ll let them know about Cub Cadet’s marketing ploy. If they buy one perhaps they’ll let me use it on my water saving turf. Doubt they’d see the irony.
Yankee Candle used to sell a candle that if I am remembering right was called “Cut Grass”. We picked one up to fill out a quantity requirement on whatever the sale they were having at the moment. It smelled pretty close to what a fresh cut lawn smelled like, and I remember my wife enjoying burning it right about this time of year in the winter doldrum, after the holidays. They discontinued it, as she actually went looking for it a year later.
Back in the 90s the Gap had a grass-scented perfume. I used to use it all the time.
There’s also the candles from Beaver Creek Candle Company, formerly Man Cans, who have a grass-scented one, along with other workshop and outdoor themed candles: https://bccandle.com/mancans/fresh-cut-grass