Evolving consumer mindsets of the world’s best-selling garden hydrangeas

As the inventors of the world’s best-selling garden hydrangea, Endless Summer had long-ago established themselves as the key players in the category. But, over time, imitators began to catch up.

Modern Climate has worked with Endless Summer to change how consumers think about these bright and beloved summer staples. Together, we realized we could move from a nursery brand to a lifestyle brand.

Enter: Experience Life in Full Bloom. It’s an idea all about savoring the sights, smells and sounds of summer — accentuated by bright pops of color. At its core, the campaign leverages print, digital and social to get consumers to see the world’s best-selling garden hydrangea as a full-fledged, versatile accessory for the home and the garden.


Refreshing a fishing brand leader
and its category