ST. LOUIS, MO – April 28, 2025 – In a new nationwide marketing campaign, GroundSmart™ Premium Rubber Mulch urges DIY homeowners to “Outsmart the Ordinary” with its alternative to traditional wood mulch for all of their landscape needs. Showcasing GroundSmart as the smarter solution for its durability, aesthetics, and 12-year ColorLock™ Guarantee, consumer messaging aims to empower shoppers to break from the status quo and elevate their landscape for the long haul.
GroundSmart Premium Rubber Mulch, a consumer brand within the IMC Outdoor Living division of Liberty Tire Recycling, is the leading rubber landscape mulch made in the USA and is constructed from 100% recycled tires.
“We’re proud to launch our campaign and are encouraged by early sales results this spring,” said Rich Muth, VP of Marketing at IMC Outdoor Living. “We look forward to educating consumers on the many advantages of GroundSmart Premium Rubber Mulch, and continuing to build equity, awareness and sales for the brand.”
To support GroundSmart’s brand consolidation and retail sales efforts, IMC Outdoor Living selected St Louis-based Geile/Leon Marketing Communications as the agency of record to lead the 2025 strategic and creative campaign. The seasonal campaign launched on April 15 and will run through mid-August, capitalizing on peak landscaping season. Strategic advertising placements with reach across all major U.S. cities will support sales initiatives and drive consumers to key retailer channels via social and digital platforms including Google Search, Meta, YouTube, and Pinterest.
GroundSmart Premium Rubber Mulch is used for both home landscaping and bulk applications and is sold both in-store and online at thousands of retail locations across the United States.
About IMC Outdoor Living
IMC Outdoor Living, a division of Liberty Tire Recycling Company, is committed to partnering with industry leaders to help inspire a more sustainable planet. Liberty is continuously striving to find new and better ways to reclaim, recycle, reuse, and repurpose the more than 194 million used tires the company collects for renewable solutions that benefit the long-term health of the planet. As the market leader in tire recycling management in North America and reclaiming more than 4.3 billion pounds of rubber each year, Liberty’s passion is to make the world a better place to live in for generations to come by boldly changing the way the industry approaches sustainability. LibertyTire.com IMCOutdoorLiving.com
About Geile/Leon Marketing Communications
Geile/Leon is a dynamic branding firm in St. Louis that helps clients and their brands stay relevant. The company offers a full range of services including branding and brand refreshes, advertising, design, public relations, video content, digital and social media. The company serves clients that include 4M Building Solutions, Great Rivers Greenway, Hussmann, Lutheran Church Extension Fund, Nordyne, Nidec Motor Corporation, Ursuline Academy, and Washington University. Geileon.com