Thermacell, a leading manufacturer of
zone mosquito repellents, has appointed Born Social to lead performance creative, influencer strategy and social-first campaign development in the U.S.
Born Social's remit is to
combine brand building and sales activation in an integrated campaign ahead of peak mosquito season.
First work begins in the U.S. this week and runs throughout the summer. Creative is based
on how Americans enjoy outdoor living, driving home the product benefits to Thermacell.
Paddy Smith, Chief Creative Officer, Born Social, said: “Building performance with a creator-led
approach forces you to bring storytelling into everything you do, but this is where social-first thinking works best — creating advertising that feels truly authentic.”
The agency
will work with U.S. creators and utilize local culture, using moment in real American environs — backyards to campsites to fishing trips — amplified via paid media to heighten awareness. A
key target is Gen Z and millennial consumers.
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Kenneth Voshell, senior global brand manager, Thermacell, added: “As we evolve our marketing approach, we were looking for a partner
who can turn the everyday challenge of mosquitoes into culturally relevant, social-first content. Born Social stood out for their ability to translate cultural insights into creative ideas that
resonate, while delivering measurable outcomes.”
The win builds on Born Social’s momentum in the U.S. It was recently named social AOR for Nikon.
Thermacell Repellents
manufactures and markets zone mosquito repellent and insect-control solutions in more than 30 countries worldwide.