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...