Spring Campaign Will Focus on Natural Brand's Safety, Efficacy
CHICAGO--A new natural insecticide that is, according to its makers, safer for humans than conventional brands, is slated to hit the market in April, backed by a branding campaign from Northlich.
The Cincinnati shop won agency of record duties for EcoSmart Technologies' Bioganic brand following a review.
The Franklin, Tenn.-based company is entering the consumer market with designs on competing with established category leaders such as Raid.
"Our point of difference is that our active ingredients are approved by the FDA as food additives," said client general manager Edward D. Grindstaff II. "Nothing is faster or safer than our product."
The product is made from natural plant and tree oils widely used as food and cosmetic additives that are "Generally Recognized as Safe" (GRAS) by the FDA.
Northlich's ad campaign will highlight the product's safety and efficacy, and target women, who make such household buying decisions, said Jim Mitchell, a management supervisor at the agency.
"Bioganic eliminates the worry and the concern over using pesticides," Mitchell said.
Grindstaff chose Northlich after a six-month review over a number of shops in the Southeast. Grindstaff said he looked at smaller boutiques but would not name the other contenders.
Northlich was called into the review through a connection with Doug Grindstaff, CEO of EcoSmart, who knew of the agency from his tenure as a Procter & Gamble executive. Northlich does work for hometown P&G.
"They really do get the meat of the consumer mind-set," Edward Grindstaff said.
Mitchell said working with EcoSmart will allow Northlich to demonstrate its strength in varied disciplines. "This is an opportunity for us to really use a wide variety of communications vehicles," he said.
Spending on the upcoming campaign was not disclosed, although Edward Grindstaff indicated it would approach that of the category leaders.
"We are going to be very aggressive," he said. "We want to spend at competitive levels."
S.C. Johnson & Son spent $8 million on advertising for its Raid brand in 1998, and $11 million through the first 10 months of 1999, according to Competitive Media Reporting.