Shifting the perspective on a misunderstood product.
We partnered with Bengal Roach Spray to shift the predominant perspective people held regarding their product. While Bengal enjoyed a loyal following among a small segment of consumers who were very vocal about the product’s superiority, too many were comparing it to brands like Raid, which were available at a much lower price point. We set out to shift the comparison to the cost of an exterminator service and target that message at Do-It-Yourselfers who would happily replace an exterminator bill for 15 minutes of their time and the same results. By highlighting Bengal’s belief that roaches and other pests have their place in the world, but that place is not inside our homes, consumers were able to understand why they made a product proven to work just as well as an exterminator. We used this narrative to beg the question of consumers: Why pay someone to do something for you when you can easily do it yourself?