An increasingly crowded category and a limited budget made it hard for Murphy's Naturals to get credit for their unique POV – protecting people and the environment. The brand needed a distinctive way to turn its natural mission into something people would notice and buy.
We found the advantage hiding in plain sight: while the category was built around getting rid of bugs, Murphy's could credibly celebrate the natural world, bugs included. We launched 'We Love Bugs' and Skeeter, a fuzzy six-legged mascot who made the brand's environmental commitment impossible to miss. A hyper-targeted media plan used weather and humidity triggers to bring the brand to the moments it mattered most.
RESULTS:
Case Studie
Campaign videos
DIGITAL / SOCIAL
Campaign imagery
To facilitate the expansion of Murphy’s Naturals, we helped concept and execute an activation targeted toward retail buyers at a certain chain of orange-colored “home improvement depots.” Each buyer received a bespoke mailer, including a custom Zone Repellent Mosquito Dodger product, as well as a hanging office calendar that details the lifecycle of our lovable mosquito mascot.
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