Not Bad Pest Control brand concept

The Ask:

Create a buzzworthy organic pest control brand aimed at Millenial and Gen-Z renters and home owners. Then launch it into the stratosphere with a cheeky hook that gets people talking about the brand’s mission to create poison-free neighborhoods and waterways.

The Solution:

Go big, bold, and brat with direct messaging that calls out the bullshit from chemical competitors who are terrorizing our cities and suburbs with pesticide and herbicide that is known to cause cancer — and already banned in 28 countries. I developed key messaging, content strategy, branding, and go-to-market strategy for this fresh concept that combines a fresh brand launch with environmental advocacy.

Weed Not-Killer Launch Stunt:

To get people talking, we launch our primary product line with a free giveaway of Weed Not-Killer — actually just a branded plant mister made of recycled glass — to bring attention to the environmental damage and medical danger of spraying pesticides and herbicides like Roundup and Scotts in our yards and gardens.