Louie the Fly campaign killed off early after plant closure backlash

Reckitt Benckiser has taken the decision to end early its Mortein ‘save him or kill him’ Louie the Fly campaign after consumers responded angrily to news of the closure of the Australian plant that makes the insect spray.

The campaign, which had reached the final phase when Louie the Fly took to the streets to win public votes to save himself, closes two weeks early. Unsurprisingly, the number of public votes has been more than enough to save Louie, although the final number has not yet been tallied.

A statement from the company on its Facebook page read:

You may have seen the announcement by the owners of Mortein, Reckitt Benckiser, about the planned closure of manufacturing in Australia. Some of you have commented on this page and your frustrations have been heard. Out of respect for the current situation I have been told that my campaign has ended. Public voting to date and online sentiment have clearly demonstrated your support for me – there’s no need to vote any further. I want to thank you all for your messages.

Today, a Facebook page had been set up called Unlike Mortein & Sacking Aussies calling on members to boycott Reckitt Benckiser products. The page already has more than 300 fans.

The result of the campaign is that the 50-year old brand mascot will remain, although the final number of votes on whether to save or kill him has yet to be tallied.

The Mortein Louie the Fly campaign began five month ago with an announcement to kill off the fly. The brand then launched a follow-up campaign to ask consumers whether or not they wanted the fly to survive.

The agencies behind the campaign were The Red Agency and Euro RSCG.


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