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Ortho Fire Ant Killer provides a fascinating example of how it is sometimes strategically correct to veer from the strategy.
BBDO/West was awarded the Ortho account in 1994. At the time, the advertising in the category focused on the externally driven motive of pride and recognition–in other words, “Use our products and get compliments on how beautiful your garden is.”
While that was a valid approach, we discovered it didn’t go deep enough.
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