Most pest control brands show anthropomorphic bugs in their campaigns. We went in another direction and personified a “pest” as an unwelcome guest in your home, like the brother-in-law who’ll never leave. Cook’s insisted we keep their homespun but dated jingle in the creative.
In the case of the outdoor and print, the “Pest” character, as a misdirect, takes too long to get for a fast read. But the theme of unwanted guests still applies.
