For many Hispanics, keeping a clean and organized home is a source of pride. However, pests are often mistakenly associated with poor cleanliness, when in reality they can appear in any home. Our opportunity is to change that perception and position prevention as another way to care for and protect what matters most.
Convince Hispanic consumers that pest control should not begin when a problem appears, but before it does. Our opportunity is to show how Ortho Home Defense can address current pest control needs while positioning prevention as the smartest way to avoid future infestations.
We created a campaign centered on the power of protecting our home. Built around the idea that we decide who gets in and who stays out, we position Ortho Home Defense as a tool for prevention and control. Through television executions, we show who we welcome into our homes and who we keep outside, including unwanted pests. In doing so, the brand becomes a trusted ally that helps protect what matters most.