Mortein: GRENADE

Credits & Description:

Category: Posters

Advertiser: RECKITT BENCKISER

Product/Service: MORTEIN MOSQUITO REPELLANT

Agency: EURO RSCG INDIA

Date of First Appearance: Dec 25 2009 12:00AM

Entrant Company: EURO RSCG INDIA, Mumbai, INDIA

National Creative Director: Satbir Singh (Euro RSCG)

Executive Creative Director: Nilesh Vaidya (Euro RSCG)

Creative Director: Joejee Manthanam (Euro RSCG)

Art Director: Rashmi Brid (Euro RSCG)

Media placement: Poster - Point of Purchase - 25 DEC 2009 -25 JAN 2010



Describe the challenges and key objectives

Mosquitoes are a general nuisance and health threat, especially in an equatorial country like India.
The challenge here was to convince the consumer that it is possible to fight conditions like these.
The communication objective hence was to prove that Mortein is the most powerful mosquito killer in the market.



Describe the brief from the client

To re-enforce the core benefit of Mortien. And that is Mortein fights against the toughest mosquitoes better than any other brand in the market.



Describe how you arrived at the final design



It takes a tough weapon to do away with the toughest of mosquitoes. Thus, the design idea of integrating a grenade with a mosquito was arrived up on. The design also re-established Mortein as the strongest mosquito killer available.



Give some indication of how successful the outcome was in the market

A design interpretation of the core benefit of a mosquito repellent was a first in the market and grabbed the consumers attention at the point of sale. This was reflected in the 11% sales spike for the last quarter of 2010.