B A C K G R O U N D :
Cutter has historically differentiated itself from category leader (and deep-pocketed) Off! only in its pricepoint. To increase the brand's visibility within this parity insect repellent category, Cutter sought to appeal to moms by owning outdoor family fun. Our tact: Moquitoes suck blood, yes, but really, they suck the fun out of our outdoor experiences. Cutter fends off these funsuckers.
Branded Facebook posts depict oversize mosquitoes sucking the fun out of outdoor situations.
These posts are followed by themed giveaways to encourage consumer interaction and shares: