Eye’s solution extended the message of an established brand with a strong mascot, driving new product trial and in store sales.
In a category most people dread having to deal with, Mortein needed to grab consumers attention closer to the point of purchase to encourage interaction and remind them to buy.
Shop by Eye was used alongside TV, radio and online
Female Main Grocery Buyers 25-54yrs
Extend the message to activate brand strength – Over half (54%) recalled the Shop by Eye campaign and 91% agreed Mortein provides a solution for all pest control needs (+7% post campaign)
Trigger the impulse to try a new product and interact with the brand – Claimed usage of the new product increased +21% post campaign and 1 in 3 intended to vote online to kill or save Louie the Fly
Maximise proximity to purchase to drive sales - The Mortein product range saw average unit sales increase +67% in stores where advertising was present, this was 31% higher than the increase in stores where no advertising was present.
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