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Orkin’s New Ad Campaign Keeps Pests “In Their Place”
ATLANTA, March 25, 2008—Pest control leader Orkin, Inc. will debut a new consumer advertising campaign March 24 to highlight the century-old company’s role as a home protection expert. Designed by The Richards Group, Orkin’s advertising agency of record since September 2007, the quirky television ads feature giant insects that try to trick their way into unsuspecting consumers’ homes—before they are thwarted by The Orkin Pro. The ads end with the tagline, “keeping pests in their place ™,” to punctuate Orkin’s expertise in keeping pests out.
“These ads depict in a lighthearted way how The Orkin Pro foils sneak attacks from larger-than-life pests,” said Kevin Smith, chief marketing officer for Orkin, Inc. “Through a partnership with our customers, we can create perimeters of protection around the home to help keep pests outside where they belong.”
The campaign’s two television ads—one featuring a cockroach and one featuring a termite—position The Orkin Pro as a hero, protecting homes from seven-foot talking bugs. Both ads illustrate how pests look for all possible entry points into the home and it is The Orkin Pro’s job, as the expert, to help homeowners prevent pest entry into the home and reduce pest activity around the home.
The television ads will run March 24—Aug. 22 on cable television channels, including TNT, TBS, HGTV and USA, as well as during replays of CBS syndication programs.
About Orkin, Inc.
Founded in 1901, Atlanta-based Orkin, Inc. is an industry leader in essential pest control services and protection against termite damage, rodents and insects in the United States, Canada, Mexico, Central America, the Middle East, the Caribbean and Asia. With more than 400 locations, Orkin’s almost 8,000 employees serve approximately 1.7 million customers. The company serves homeowners and numerous industries including food and beverage processing, foodservice, hospitality, healthcare, retail, warehousing, property/facilities management, schools and institutions. Learn more about Orkin on our website at www.orkin.com. Orkin is a wholly owned subsidiary of Rollins, Inc. (NYSE: ROL).
About The Richards Group
The Richards Group, located in Dallas, is the largest independent branding agency in the nation. Agency clients include the standard-setting brands of Advance Auto Parts, Amstel Light, Bridgestone Firestone, Chick-fil-A, Fruit of the Loom, The Home Depot, Motel 6, Patrón, Red Lobster, Skybus, and Zales. Total billings for the agency were $1.25 billion in 2007. The Richards Group can be found at www.richards.com.
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