Don’t Overthink.
Mosquitoes are annoying, and oftentimes, people overcomplicate solutions to annoying problems. Poking fun at that, and showcasing how easy Thermacell is to use, we’ve come up with ridiculous, complicated “solutions” to mosquitoes, then offered the alternative. We created a campaign that showcases three distinct over-the-top approaches to eliminating mosquitoes. We also created a non-traditional ad in which influencers test the “mosquito solution” kit and fail, all while posting their results.
Because it can be hard for brands to become known, we wanted Thermacell to pair with influencers with large followings to show how easy and convenient Thermacell is. Thermacell should send funny mosquito “solution” kits to influencers with large followings. These influencers will try the solution kit, fail, and then share information about Thermacell. An influencer who would be a good fit for this is Zach King. He has 84.4 million followers on TikTok, and he is known for visual tricks with a very creative setup, so he would make this fake solution look real.
By Erin Cosgrove, Emma Wilder, and Jackson Kronland