RAID retail toolkit
Raid Mosquito Papers provide an affordable way for people in India to protect their families from becoming mosquitoes’ dinner.
To educate shoppers on how to use the papers and when, Shelton and his creative team collaborated with international shopper marketing strategists and an integrated team at BBDO to create the Raid “5:00 Fold. Light. Fight.” retailer program.
In the US, mosquitoes are a nuisance. In India, they’re public enemy #1. They carry Dengue Fever, which sickens tens of thousands of people in India each year and costs far too many lives.
The peak time that the mosquitoes strike is between 5 and 7 pm when everyone gets back home from work and school. That’s the time we encouraged people to fold, light and fight!
While some people can afford mosquito repellents, many can’t. That’s where Raid Insecticide Mosquito Papers come in. They do the job on mosquitoes in about 3 minutes and cost a penny apiece.
The work on this page showcases part of the Raid Mosquito Papers program toolkit. It provided local retailers in India with turnkey marketing and strategic, relevant messaging.
