We’ve turned killing roaches into an art.

While chemistry, experimentation, and technology play an integral role in eliminating roaches, the ability to kill roaches seven times faster than the next leading competitor transcends the act of killing roaches from a science into an art.

We hired a group of artists to create three massive pieces of artwork, in a unique medium—dead roaches, the very thing our product promises to deliver.

Each piece of art was a self-contained installation, communicating the claim “kills roaches 7 times faster.” Using nothing but the actual product and dead roaches, we created a mural of the Grim Reaper operating a fast piece of machinery shooting directly from a Raid® aerosol can.

The idea clearly positions Raid® as the pest control leader by offering a fresh perspective to the category and changing the rules of the game. Our goal was to create artistically beautiful, distinctive visual assets that can help us get noticed and recognized.

We moved consumers to think and feel something. Whether it was an emotion related to disgust or delight, we proved Raid® not only understands bugs better but also has the superior product to turn killing roaches into an art form.