Reckitt Benckiser's d-con brand was once the dominant(and only) player in the category. With the entry of Tom Cat into the market, d-con faced its first serious competitive threat. It was time to build a brand and re-establish superiority. The new Campaign for Baits and Quick Kill traps features a fairly forward uninvited guest of the rodent persuasion as he gets into homes where he's simply not wanted. if he seems a little annoying, we sympathize. Thankfully,d-con's there, exercising superior might for a just cause, telling him to "Get Out."