A Campaign of Dirt

TerraCycle, a small organic plant-food brand, has no media spending bugdet, but has landed features on CBS Evening News, CNN, CNBC and many other outlets. How? Touting that the small company as being sued by a monster rival. Or, a modern David VS Goliath, as TerraCycle puts it.

Scotts, the $2.7 billion maker of Miracle-Gro, which in March sued its tiny foe ($6 million in projected 2007 sales) for trade-dress infringement and false advertising.
TerraCycle smartly launched a website, SuedbyScotts.com, lampooning Scotts and its action. The site includes hilarious side-by-side comparisons of the companies' CEOs. Mr. Szaky's (from TerreCycle) main perk: "Free worm poop." Scotts Chairman-CEO Jim Hagedorn's: "Personal use of company-owned aircraft valued at $555,465 last year." The site also lists 81 other lawn-and-garden products that use green-and-yellow packaging like Miracle-Gro's.
Hopefully this fantastic engine-that-could company will win out over corporate greed. You can help by donating to their defense (via the website) or even by using "worm poop" to beautify your patch of Earth.