Agency: McCann-Erickson, Australia | Author: Hristos Varouhas |
Your Force Field Against Mossies
Aeroguard
1. INTRODUCTION
Marketers of insecticide products are at the mercy of Mother Nature be it seasonality, climatic factors, and/or geographical variances.
2001 was a lower than average 'pest season'. This was largely driven by a drop in average temperatures and rainfall, which resulted in less mosquitoes and flies. This in turn resulted in a 7.8% decline in personal insect repellents (PIR) category growth on the previous year (Figure 1).
It was against this backdrop that Aerogard an icon Australian brand and market...