PARSIPPANY, NJ: Reckitt Benckiser has selected Porter Novelli as its agency partner for the d-CON rodenticide brand, expanding the agency's work with the company.
Porter, which has worked with Reckitt Benckiser since 2004 and serves as AOR for its Airwick, Woolite, Resolve, and Finish brands, will develop and execute a campaign this fall to raise consumer awareness of d-CON, said Alan Marcus, SVP at the agency. He said the company approached Porter directly to work on the d-CON account.
Marcus added that the goal for d-CON is to “drive preference for the brand” through word-of-mouth marketing. He said the efforts will focus on social media and blogger outreach with the goal of getting consumers to talk about rodent problems as well as the brand's efficacy.
Porter's New York office will lead efforts for the brand, working to engage d-CON's target demographic of men and women 35- to 65-years old with household income of about $50,000, said Marcus.
“It really comes down to understanding who the target audience is, what their pain points are, and ultimately, how to change their behaviors,” he explained.
A Reckitt Benckiser representative was not immediately available for comment.
Interim CEO Michael Ramah added that leveraging the power of social media is key because it helps to “find a common cause within a community and lets it become self-motivating and self-activating.”
While the rodenticide category is new for Porter, Marcus said the agency is “excited by the challenge.”