To re-enforce the core benefit of Mortien. And that is Mortein fights against the toughest mosquitoes better than any other brand in the market.

It takes a tough weapon to do away with the toughest of mosquitoes. Thus, the design idea of integrating a grenade with a mosquito was arrived up on. The design also re-established Mortein as the strongest mosquito killer available.

A design interpretation of the core benefit of a mosquito repellent was a first in the market and grabbed the consumers attention at the point of sale. This was reflected in the 11% sales spike for the last quarter of 2010.