Raid Roach Killer


Raid is a very long-established brand of roach killer. 雷達 is a very good descriptive Chinese brand name to associate with the power of the product. Do you still remember the animated roaches that were victimized funnily in their old TVCs like 20 years ago ? It's back again in this print ad. The headline says "kill roaches with herbs" and I thought it was some innovative natural formula. Not quite. It's the smell. The key benefit is better smell, scented with herbs. Then is it kind of misleading ? Or they miss to articulate the better smell key benefit ? Having sad that, it's a simple and clear ad in terms of execution.

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