DISCOVERING MY INNER CONSUMER — RETARGETING RAID BUG-SPRAY TO ME
Even though females are their main purchaser, Raid has a very masculine aesthetic. Their advertisements depict insects as the enemy in the war for domination of your own house. Their commercials often have themes of battle attack and aggressive sound effects. The packaging is littered with callouts to the point that it is overwhelming to navigate and read. The colors of the brand are inconsistent, creating a shelf-presence that is disjointed and confusing and bland.
On the positive side, their website is well designed and easy to navigate. The consumer can search by bug or product form. A quiz helps them identify the problem bug in their house, which then lets them know what product they need.
After analyzing Raid's communications the brand fits into the safety level of Maslow's hierarchy of needs.
The Raid brand embodies the Hero archetype and their Brand personality model is rugged and tough. I gravitate toward brands that have the caregiver, outlaw, or creator archetypes, and I tend to buy brands that appear sincere and exciting. My VALS profile is the Innovator-Experiencer, meaning that I buy a lot and am quick to adapt.