Raid Bedbug Stunt

In 2010 a steadily growing bed bug infestation across the New York City area reached epidemic proportions when several major retailers were revealed to have their store locations infested with the pests.

As public opinion changed with the understanding that no one was immune from bedbugs more and more people began looking for ways to prevent and treat the problem that wouldn’t require costly exterminators or dragging their mattresses to the curb.

As they have for years, many people turned to SC Johnson’s Raid brand of insecticides to keep their homes bug free. Raid responded with an insecticide customized for preventing and treating mild infestations.

To be most effective and to make the most widespread impact on the city wide epidemic, Raid needed to get people to use their product as a preventative measure before the situation escalated and required professionals.

This guerrilla marketing stunt is designed to show people exactly how easy it is to bring bed bugs into their homes without them knowing it.

“Planters” at key locations across NYC discreetly slip this tiny card into the bags and jacket pockets of passers-by.

When the unwitting carriers arrive home and open their bags they find the card mixed in with their belongings.

On the back side, they are directed to the Raid product site for more information about the citywide epidemic.