A new disruptor insect repellant brand is encouraging households to put pests in their place and unleash their inner ‘Thug’.
Launching in major and independent supermarkets and soon to pharmacies and hardware stores, Thug is offering three products – the Rapid Death Flying Insect Killer, Rapid Death Crawling Insect Killer and Rapid Death Multi-Insect Killer.
With one spray, the Thug Rapid Death Flying Insect Killer neutralises flying pests including spiders, flies, silverfish, ants, cockroaches, mosquitos and fleas.
The dual action formula of the Thug Rapid Death Crawling Insect Killer eradicates crawling pests including spiders, moths, silverfish, ants, cockroaches, carpet beetles, fleas and bed bugs, leaving a protective barrier behind for up to six months.
The multi-formula of the Thug Rapid Death Multi-Insect Killer delivers fast and odourless knockout for flying and crawling pests including ants, cockroaches, flies, mosquitos, moths, silverfish, spiders and wasps.
Thug’s ‘spray’n’slay’ handle is inspired by true crime. The branding features a hitman mug shot and monochrome creative, inspired by the parental advisory warming label from the 1990s.
Thug marketing manager, Rob Milne said, “Tapping into Australian consumers’ love of true crime helped us develop Thug. Key to the process was linking killing insects to the psychological thrill gained from fear and suspense. There is a bit of Thug in all of us.”
A targeted digital campaign with social media activity and in-store displays will support the launch.
Thug general manager, Todd Adamson added, “Launching a disruptor brand is always challenging, especially in an established category. However, the response from retailers has been very encouraging; they are as excited as we are to go to market with a new competitor brand as we enter peak bug season.”