Procter & Gamble Unveils Bruce the Spruce Dog in Pet-Safe Weed Killer Campaign
Procter & Gamble Ventures is launching Bruce the Spruce Dog, the first mascot for its Spruce Weed & Grass Killer brand, in a campaign with four college basketball mascots and influencers. The campaign features new creative assets and a cameo by announcer Kirk Herbstreit to highlight its pet-safe, fast-acting formula.
1. Mascot Introduction
Bruce the Spruce Dog debuts in March as the first official mascot for the Spruce Weed & Grass Killer brand. Developed by P&G Ventures, Bruce embodies the product’s pet-friendly promise and serves as a key personality to drive consumer engagement during spring yard prep.
2. Campaign Details
The launch includes four creative spots pairing Bruce with college basketball mascots from Fresno State, Gonzaga, University of Tennessee and UCONN, plus a cameo by sports announcer Kirk Herbstreit and his Golden Retriever, Peter. An influencer roster dubbed the Spruce All Star Team will amplify the campaign across social channels.
3. Product Positioning
Spruce Weed & Grass Killer promotes a fast-acting formula with ten simple ingredients that delivers visible results in one hour and dead weeds within a day. Its pet-safe, bee-friendly credentials differentiate it from traditional weed control products requiring indoor confinement of family and pets.
4. Expected Impact
By leveraging a novel mascot and high-profile partnerships, P&G Ventures aims to boost brand awareness, trial rates and market share in the credentialed weed control segment. The multi-channel push is designed to drive retailer sell-through and strengthen Spruce’s positioning as a consumer-first, innovative category leader.