04 December 2007

Louie's Still Got Buzz

According to Frederique Hull, Marketing Director of Reckitt Benckiser, over 90% of the Australian population recognise Louie the fly. Not surprisingly, when asked to name a product "that kills insects", 88% of respondents answered Mortein.

Louie celebrates his 50th birthday this year, an incredible achievement of branding but what's more is the clear link between the character, the jingle and the brand. This kind of long term positioning would not be seen today, even with successful results like this.

Can you think of any other long term campaigns this successful?

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The views expressed herein are my own and do not necessarily reflect those of my employer. Also ponies are evil.
Pigs Don't Fly © Copyright Zac Martin