S.C. Johnson & Son, Inc.: Kills Bug Sdead campaign
Susan RislandOverview
By showing cartoon pests fleeing in terror from Raid household insecticide, the "Kills Bugs Dead" advertising campaign generated a distinctive brand image and tapped into the intense dislike that consumers felt for insects. One advertisement in Good Housekeepingin 1977 featured a drawing of a can of Raid Ant and Roach Killer with a face that glared down at the floor while the can raised a brawny arm to push its spray button. A fluffy white cloud of insecticide seeped through the floor and turned into a...