bonide revenge
helping a different kind of roach control stand out in their market
Having to come up with out of the box ideas can sometimes be challenging, but it can be even harder when a brand is on the line.
COMPANY OVERVIEW
Bonide is an organic gardening and home care producer that primarily deals with weed and pest control
Project timeline
January 2021 – May 2021.
This project consisted of organic social, display/retargeting, video placements, and web design.
my part to play
I primarily focused on initial concept work and ideation development for display/retargeting and social. I also helped their developer with their new web design.
software
Adobe Illustrator
Adobe Photoshop
Figma
summary
As Bonide was starting to re-enter the market with their focus on their Invisible Roach Bait, they hired us to take their existing brand and give it new life. They were going to be starting up a brand new campaign as they were heading into big box stores like Home Depot. We had mostly free reign as far as concept, the only limitations being that of legal requirements in language used and what we had to focus on for each of their products.
A challenge for this was the pressure to have the campaigns, whatever they were going to be, be memorable and stand out just as much as their much larger competitors like Raid. After some user, brand, and competitor analysis, we had a general idea for what the brand currently stood for and what hills we would have to climb in order for it to really make a splash.
display & social
organic, social, and retargeting
While initially we only really planned for one campaign to run, we ended up with two. The more fun one, “Roach Reviews” as it was dubbed internally, became my primary focus as during the concept phase, it was my original pitch to the client.
video placements
complimentary video ads
While some of our videos are more on the tame side of what a consumer would expect with a pest control ad, we also wanted to really hammer in on the weird factor of the roach reviews concept. And yes, we bought two $90 huge roaches just for that.
Web & Mobile
site design
With some backup from our in-house developer, I was able to work in tandem with the client’s web developer with site design, specs, and assets so it tied in with both campaigns we had running.
conclusion
The campaign was an absolute success from a client happiness standpoint as well as conversions. For the run of the entire campaign (~6 months), it led to 23,000+ store visits for consumers looking for their product and ~24,000 digital conversions across all platforms.
This campaign also won a 2022 RAF award, specifically for the “Roach Reviews” creative. Also, while not a physical piece of cool art to hang around, in a pitch to Dos Hombres Mezcal, when we showed this as part of our previous campaign wins, Aaron Paul of Breaking Bad fame called it “fucking awesome”. Which for me is more that any award.
I love this kind of campaign work where the client is okay with pushing boundaries and doing something a little strange. It can really amplify a brand and award a consumer with a non-traditional ad type that won’t boil their brain. While I wish we could have developed the site ourselves and it isn’t exactly what I had wished it could have been, it served its function and fit the clients needs. And sometimes, that’s all that matters.