We noticed that roaches prefer the taste of Raid® over the competition. So, to penetrate New York, a city known for its food, Raid® created limited-edition baits in the shape of roach-sized restaurants.

Raid® created limited-edition baits in the shape of roach-sized restaurants. For in-store, we brought the restaurants to life using 3D technology. Store owners actually became “franchisees” of the tiny restaurants. Online, each restaurant was treated like a real restaurant complete with reviews, menu options, and even directions to a fixed address. The restaurants were created with a unique auto-cad design system, so they not only hold extreme detail through a glossy, black rendered texture, but designs could also be realized from state-of-the-art, pioneering 3D printing techniques.

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Raid® Roach Baits were underrepresented in New York City where the baits are of critical importance. With minimal investment, we disrupted routine purchase behavior and drove consideration for Raid® Roach Baits. To penetrate New York, a city known for its food, Raid® created limited-edition baits in the shape of roach-sized restaurants. For in-store, we brought the restaurants to life using 3D technology. Store owners actually became “franchisees” of the tiny restaurants. Online, each restaurant was treated like a real restaurant complete with reviews, menu options, and even directions to a fixed address. Outdoor blanketed subway transit stations.

Roach sufferers who live in ‘struggling urban cores,’ defined as those with a household income of under $40,000/year (though there’s a high index of under $20,000) and typically living in 5+ people households. No matter how clean their home is, they often inherit roaches as a result of their environment and what they can afford. They’ve reluctantly accepted their fate of using roach baits, but Raid® de-stigmatized this by finding a fun, creative way to call attention to their efficacy.

We noticed that roaches prefer the taste of Raid® over the competition, and even over real food. To penetrate the city renowned for its food, Raid® designed the world’s first roach-sized restaurants. We also needed to reach our target of New York City commuters. However, commuters only think of roach baits when they leave their house or return home, perfect for targeted OOH messages in the subway transit stations.

Raid® Roach Baits were underrepresented in New York City where the baits are of critical importance. While Raid® is typically the market share leader across most of the U.S., Combat is typically the share leader in the roach baits segment. Combat’s lead share and trust in these markets can be credited back to its heavy investment in trade promotion years ago; and though they are no longer putting money behind this effort today, consumers and trade continue to recognize and purchase Combat roach baits as a result. With minimal investment we had to disrupt routine purchase behavior and drive consideration for Raid® Roach Baits.