S.C. Johnson & Son, Inc.: Kills Bug Sdead campaign

Susan Risland

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.

United States
Strategy

S.C. Johnson & Son, Inc.: Kills Bug Sdead campaign

Susan Risland

Overview

By showing cartoon pests fleeing in terror from Raid household insecticide, the "Kills Bugs Dead" advertising campaign generated a distinctive brand image and...

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