Raid/Baygon/ALLOUT: Project Bedtime Angst

This case study describes how SC Johnson, the owner of three pest control brands, achieved global success by switching from classic product-based marketing to an approach rooted in human insight.

Raid/Baygon/ALLOUT: Project Bedtime Angst

Campaign details

Agency: Energy BBDO / PHD / GeometryBrand: Raid, Baygon, ALLOUTAdvertiser: SC Johnson

Executive summary

We achieved global success by switching from classic product-based marketing to an approach rooted in human insight.

SC Johnson, the world's leader in pest control with brands such as RAID, BAYGON and ALL OUT, had traditionally won by marketing product innovation. However, aggressive competition and the ability to "fast follow" made it increasingly untenable to win solely on product news. We needed to elevate to a meaningful consumer benefit based on global insight.

We helped...

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