A death you won’t mourn

Problem

Young renters know they need bug spray. They just don’t think about it until there’s a roach on the counter at 2am. Raid needed to be top of mind — and top of shelf.

Insight

Killing bugs feels good. Nobody actually feels bad when a bug dies. So Raid shouldn’t pretend to. Lean into the gleeful absence of guilt that comes with hitting spray.

Solution

Give every bug a mock obituary. Billboard, print, and social posts formatted like death notices. Fake names, ridiculous causes of death, deadpan eulogies. A death you won’t mourn.