Encyclopedia of Major Marketing Campaigns


S.C. Johnson & Son, Inc.


1525 Howe St.
Racine
Wisconsin
53403-5011
USA
tel:(414)260-2000
fax: (414)260-2133
website: http://www.scjohnsonwax.com

Overview

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 Housekeeping in 1977 featured a drawing of a can of Raid...

[The entire page is 4747 words long]

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