This C+D case study highlights the power of partnerships within P&G’s newest brand, Spruce.
P&G Ventures launched a new hard-working and worry-free weed and grass killer called Spruce in early 2025. This is P&G’s first Lawn & Garden product entry so the team engaged with experts in the field who could be strategic partners and ensure our product could offer irresistible superiority.
P&G paired its expertise in chemistry, consumer understanding, and packaged goods with the herbicide research expertise of Dr. Doug Doohan and his team at The Ohio State University (OSU). Dr. Doohan has over 40 years of experience in herbicide research and, along with the OSU Horticulture Department, conducted herbicide efficacy tests. These tests were foundational in creating a new herbicide formula that has both fast, visible results and is safe to use around people and pets when used as directed. OSU also played a crucial role in upskilling P&G in weed science, enabling the Spruce team to become experts and leaders in this category.
This partnership has been instrumental in supporting the market launch in 2025, by playing a crucial role in product development, speeding up time-to-market, and establishing brand and product credibility with retailers, among other benefits. Furthermore, following his retirement, Dr. Doohan began consulting for Spruce and joined the Spruce Alliance. In this role, he acts as a brand ambassador, engaging with external-facing media and leveraging his expertise to further the goals of both Spruce and P&G in the Lawn & Garden category. Dr. Doohan has been a collaborative partner for the Spruce brand through both the development of the product and communicating the product benefits to consumers.
Spruce has demonstrated how partnering with leading researchers and research organizations can lead to breakthrough innovations which bring meaningful benefits to market. It takes a broad range of skills to develop and launch an irresistibly superior product. At P&G, we welcome the opportunity to expand our knowledge with the help of leading experts, so that we can meet consumer needs with new products and experiences.